ACKO - The Insurance App
Reimagining health insurance with a unique feature that simplifies claims by providing upfront funds for medical care.
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In most of the Indian cities, a large number of people reside in gated communities. Within a community there are people of similar interests, people from same villages or towns, people who could possibly help each other out etc. But there is no existing solution that could help residents to discover others. MyGate is perfectly positioned to solve for this need. Even though MyGate had a communication module, it was primarily used for official communication from Admins to residents. Residents were not able to leverage the platform to the rest of the society.
Based on the previous researches, a hypothesis was formed that adoption of communication could have a major positive impact on overall app engagement. With the expectation of more UGC being created on platform, the expected outcomes of this project were increased average session length and higher number of organic app launches.
So the Goals of this project can be summarised as
User interviews were conducted around the theme of social engagement as part of the overall App redesign (Documented as a case study). The research efforts specific to this project were mostly secondary in nature.
By correlating data on family size and years in residence with the above classification of users, it was evident that community engagement is directly correlated to rootedness and sense of belonging. This was further validated by the fact that owners tend to communicate and engage more with the fellow residents and tenants (<2 years) showed less interest in the same.
Another study listed out the following factors which contributes towards a sense of belongingness in the community: feeling at home in the community, satisfaction with the community, agreement with the values and beliefs of the community, feeling of belonging in the community, interest in what goes on in the community, feeling an important part of the community, and attachment to the community. This could manifest as observable social interaction and exchange of information, help or goods.
Another major factor that adds on this is the amount of influence a person has on the community. If they believe they have power to influence decision making or bring about change, they are more likely to feel integrated to the society.
Seeing this in MyGate's contest, residents should be enabled to:
One of the major question we had was whether to limit the communication within community or open it to the entire neighbourhood creating a hyperlocal social network. A mapping of all personas in a neighbourhood and the value they have to offer to each other was done to understand the potential benefits of enabling such a network.
Some of the key observations from this mapping are as follows
Some of the key observations from this mapping are as follows
As MyGate was never a social engagement platform, one of the biggest challenge was that without content creation, it is difficult to get engagement and vice versa. To seed initial content existing communications were analysed to find themes that could generate interest
To start with the feed was designed to be an internal channel for the community. Buy& Sell, Homes listings from other societies would also be introduced in the feed, as more reach could benefit both the seller and buyer.
Based on the research few areas which require additional efforts were:
As MyGate was never a social engagement platform, one of the biggest challenge was that without content creation, it is difficult to get engagement and vice versa. To seed initial content existing communications were analysed to find themes that could generate interest
Community feed has the following elements
The community feed was launched in Ahmedabad, Kolkata and selected cities of Bangalore in the pilot phase. The initial impact was positive with engagement metrics showing almost 2x jump in low/medium engagement societies.
MAU created content: 22.55% vs 8.35% pre-launch (+270%)
Viewed content: 67.46%; interacted: 49.37% (MAU: 116,310)
New creators in first month: 77.79%
Post per society: 0.33→1.71 low engaged, 14.1→18 medium, 139→215 high
Overall time spent increased: 96.29% low engaged, 26% medium, 4% high
Reimagining health insurance with a unique feature that simplifies claims by providing upfront funds for medical care.
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Led the efforts to completely redesign the application, solving existing UX gaps and enabling further business growth.
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Design has always evolved alongside technology. From physical tools to digital software, each shift changed how designers think, collaborate, and create. AI marks the next major transition not as a replacement for designers, but as an active collaborator.
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