Health Insurance

Early idea validation, B2C (2020)

How I've smoke tested and analysed business potential of insurance service for Docplanner.

Screen showing top part of an insurance website.Image showing screens from the insurance website, with three steps of a buying process.Image showing two versions for the top insurance website section.

A deep dive into European trends revealed a growing shift toward self-managed, subscription-based insurance—a sharp contrast to outdated offerings in Poland. We saw an opportunity to explore this space. Instead of investing in full development, I led a smoke test experiment to validate demand with speed and minimal cost. Here's what I did:

1. Built the offer

  • Researched local and international insurance models
  • Created a tailored offer for Polish users
  • Collaborated with business experts to define pricing and monetization

2. Designed the Experience

  • Crafted a branded landing page to attract and convert traffic
  • Built a separate visual identity to avoid confusion with Docplanner
  • Personalized flows and guided users through activation, including payment steps

3. Prioritized Transparency

  • Clearly labeled the test before final confirmation
  • Offered future incentives and collected feedback for iteration

4. Set up analytics

  • Collaborated with data analyst to define performance indicators
  • Ensured reliable data tracking to inform next steps

5. Launched the experiment

  • Handled all technical setup a hosting
  • Ran A/B tests on layouts, copy, and visuals to learn what worked

Design Insight: Image A/B Test

One of more interesting experiments I ran was a simple—but powerful—hero image A/B test. Goal: Reflect the brand’s values of modernity, inclusivity, and approachability, while optimizing for conversion.

  • Version A featured a young Black woman on a phone — chosen to signal diversity and relatability in a tech-forward service.
  • Version B used a young white woman in a similar pose, offering a more culturally familiar image in the Polish context.

Version B delivered 4x higher conversion than Version A. This result raised an important strategic question for the business: ➡ Should we optimize visuals for local resonance, or hold ground on brand values like inclusivity and representation? It’s a valuable tension for any modern brand—and one that deserves continued testing and reflection. Results from the best-performing variant:

  • 💡 ~60% of impressions led to site visits
  • 🧭 ~10% of users reached the final page
  • 💰 Cost per acquisition stayed well under 20% of the projected income per user

Together, these metrics validated the business potential and made a strong case for deeper investment in the insurance space.