Taking out an insurance online is not the same as buying a pair of shoes in a webshop. For the latter you choose a model and a colour, you enter your size and you click ‘Send’. An insurance however, comes with a lot of conditions and parameters. Simple tasks - like putting your signature at the end of the contract - can become quite complex online.

1. Successful online insurance
Superb customer satisfaction with the help of
great user experience
eTrade Summit
29 September 2015
Roland Harms – Corona Direct
Johan Verhaegen – Human Interface Group

3. “We zullen internet zijn.
Of we zullen niet zijn”
Philippe Neyt
Commercial Director, Corona Direct
“To be or not to be”

6. Goals according to Corona Direct
Corona Direct
• Easy understandable
form
• 100% correct pricing
• Minimum abandon rate
Our customers
• Attractive price
• Guarantees
• Customer service
• Subscribe directly online

7. A UX designer’s first job isn’t designing.
It’s representing the user.
@johanverhaegen

8. USABILITY PRINCIPLESVALUE
PROPOSITION
CUSTOMER JOURNEY
User Experience Framework

9. Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer
Value proposition
Technolog
y
Features
User Experience

10. Value Proposition
User Experience challenges
• The goal should be promising
• The route might be challenging
• The entire journey should be reassuring

11. THE GOAL SHOULD BE PROMISING

12. THE ROUTE MIGHT BE CHALLENGING

13. THE ENTIRE JOURNEY SHOULD BE REASSURING

14. USABILITY PRINCIPLESVALUE
PROPOSITION
CUSTOMER JOURNEY
User Experience Framework

15. Usability principles
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave

16. People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles

17. PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL

18. PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL

19. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

20. shows the intended purpose
LIFELINE
perceived affordance, Donald Norman

21. LIFELINE
reassures permanently that you are on track

22. LIFELINE
helps you to proceed step by step

23. • choose your titles well
• focus on the explanatory text
• indicate progress
LIFELINE

24. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

25. put waypoints along the route
WAYPOINTS

27. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

28. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

29. PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO

30. Designing = visualize assumptions
Assumptions need to be investigated whether
they are true (or not)
Validate designs with usability tests

31. It looks real… but it isn’t.

32. It looks real… but it isn’t.

33. It looks real… but it isn’t.

35. It looks real… but it isn’t.
“The “Main Street, U.S.A.” feel is no accident. Sheryl Sandberg, the chief operating officer of
Facebook, also serves on the board of Disney, and she brought in consultants from Anaheim
and Orlando to perfect Facebook’s look.
As in the Magic Kingdom itself, all of this fun is purposefully designed in the service of
spontaneity.”

36. Let’s get out of the theme park…

37. …and enter into the real world

38. Validate designs with usability
tests
10 test persons
• 30-55 years
• Driver’s license and car
Setup
• 2 test scenarios
• Recording audio and movements on screen
• Searching for issues / difficulties / improvements

39. Validate designs with usability
tests

40. Complex process, user-friendly interface
Users had most difficulties with the process, not with the
interfaces
Pay enough attention to assistance
What we have learned

41.  Goals defined
 Great designs made
 Designs validated
DONE

42. NOT

43. “Online customers want to do everything
themselves. They feel no need to call
us.”

44. Online customers do want to contact us
Lesson learned from usability testing
• Design change
• Internal organization change
Beyond design

46. Design for the happy flow is easy.
The hard part is to design for when things
go ‘wrong’.
@johanverhaegen

47. USABILITY PRINCIPLESVALUE
PROPOSITION
CUSTOMER JOURNEY
User Experience Framework

48. Customer journey
SERVICE BLUE PRINTEXPERIENCE MAP

58. 3 take aways
1. Define business goals & UX goals
2. Invest in usability techniques
3. Offer a multichannel solution

59. Johan Verhaegen
Human Interface Group - UX Strategist
Roland Harms
Corona Direct – Online Business Development
Manager
Thank you