SlideShare a Scribd company logo
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
Successful online insurance – superb customer satisfaction with the help of great user experience
“We zullen internet zijn.
Of we zullen niet zijn”
Philippe Neyt
Commercial Director, Corona Direct
“To be or not to be”
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
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
A UX designer’s first job isn’t designing.
It’s representing the user.
@johanverhaegen
USABILITY PRINCIPLESVALUE
PROPOSITION
CUSTOMER JOURNEY
User Experience Framework
Value Proposition Canvas
Product / Service
Needs
Wants
Concerns
Customer
Value proposition
Technolog
y
Features
User Experience
Value Proposition
User Experience challenges
• The goal should be promising
• The route might be challenging
• The entire journey should be reassuring
THE GOAL SHOULD BE PROMISING
THE ROUTE MIGHT BE CHALLENGING
THE ENTIRE JOURNEY SHOULD BE REASSURING
USABILITY PRINCIPLESVALUE
PROPOSITION
CUSTOMER JOURNEY
User Experience Framework
Usability principles
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
People are motivated by mastery and control
People search for cues that tell them what to do
Usability principles
PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
PEOPLE ARE MOTIVATED BY MASTERY AND CONTROL
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
shows the intended purpose
LIFELINE
perceived affordance, Donald Norman
LIFELINE
reassures permanently that you are on track
LIFELINE
helps you to proceed step by step
• choose your titles well
• focus on the explanatory text
• indicate progress
LIFELINE
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
put waypoints along the route
WAYPOINTS
Successful online insurance – superb customer satisfaction with the help of great user experience
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
PEOPLE SEARCH FOR CUES THAT TELL THEM WHAT TO DO
Designing = visualize assumptions
Assumptions need to be investigated whether
they are true (or not)
Validate designs with usability tests
It looks real… but it isn’t.
It looks real… but it isn’t.
It looks real… but it isn’t.
Successful online insurance – superb customer satisfaction with the help of great user experience
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.”
Let’s get out of the theme park…
…and enter into the real world
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
Validate designs with usability
tests
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
 Goals defined
 Great designs made
 Designs validated
DONE
NOT
“Online customers want to do everything
themselves. They feel no need to call
us.”
Online customers do want to contact us
Lesson learned from usability testing
• Design change
• Internal organization change
Beyond design
Successful online insurance – superb customer satisfaction with the help of great user experience
Design for the happy flow is easy.
The hard part is to design for when things
go ‘wrong’.
@johanverhaegen
USABILITY PRINCIPLESVALUE
PROPOSITION
CUSTOMER JOURNEY
User Experience Framework
Customer journey
SERVICE BLUE PRINTEXPERIENCE MAP
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
Successful online insurance – superb customer satisfaction with the help of great user experience
3 take aways
1. Define business goals & UX goals
2. Invest in usability techniques
3. Offer a multichannel solution
Johan Verhaegen
Human Interface Group - UX Strategist
Roland Harms
Corona Direct – Online Business Development
Manager
Thank you

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Successful online insurance – superb customer satisfaction with the help of great user experience

Editor's Notes

  1. Roland Bundel met 11 PDFs – auto verzekering “Johan, wij hebben een probleem. Klanten vragen online aan, we sturen dit per post, qua UX is dat not done, so 2014. Hoe kunnen we dat oplossen?” -> link naar de volgende slide
  2. Roland “Ik kan al verklappen dat het zo’n succes was, dat …”
  3. Roland ANIMATIE → image onder grote banner Treffende resultaten Meer online inschrijvingen dan verwacht Zonder campagne Link naar lopende campagne
  4. Roland Treffende resultaten Meer online inschrijvingen dan verwacht Zonder campagne
  5. Roland ANIMATIE Link naar lopende campagne
  6. Roland Extra uitleg bij guaranties, customer service, … Ev. nog vertellen bij Clients: @zo weinig mogelijk gegevens opgeven en toch zo snel mogelijk een prijs krijgen @liefst al zoveel mogelijk kunnen doen/zien, zonder je te registreren @indien mogelijk / liefst online “Dit zijn onze goals. Kunnen jullie daar iets mee? Hoe kunnen jullie ons daarmee helpen?”
  7. Customer journey toevoegen
  8. Customer journey toevoegen
  9. Link leggen met de slide “The route might be challening”
  10. The entire journey should be reassuring
  11. Overzicht proces Op voorhand een overzicht van alle stappen blauw met extra uitleg Wat heb je nodig? zodat mensen alles al kunnen klaar leggen voor ze effectief van start gaan
  12. Stoel – speciaal gedesigned stoel Je ziet onmiddellijk waar een stoel voor dient
  13. Verlichte landingsbaan
  14. Lopende band in fabriek – Tesla?
  15. balk groen + vinkje percentage aanmoediging, persuasion
  16. where should I go? what should I do next?
  17. standing out against the environment in a distinct, recognizable color frequently repeated
  18. wizard volgende stap onderaan, rechts
  19. meerdere opties knop is actie die gesuggereerd wordt link is het alternatief
  20. niet alleen onderaan ook in het scherm, aandacht trekken voor acties die nog gedaan moeten worden
  21. Designing = visualize assumptions Assumptions need to be investigated whether they are true (or not) => validate the designs via usability tests
  22. Market Street, San Fransisco “Twitter employees schedule meetings at booths like those at diners – if diners had really good Wi-Fi.” http://www.nytimes.com/2014/03/02/technology/the-monuments-of-tech.html?_r=2
  23. Mountain view, California “Google’s free meals are an engineered delight, a product of executives wanting to eliminate the time wasted leaving the building for lunch or fishing for change at an in-house cash register. The clean natural surfaces reinforce an idea of minimalist smart nutrition. http://www.nytimes.com/2014/03/02/technology/the-monuments-of-tech.html?_r=2
  24. Facebook’s headquarters in Menlo Park, Calif., is a cluster of 11 buildings enclosing a (…) pedestrian square and a two-way promenade.” Doesn't’ this remind you of a well known street? If I would ask your kids, they’d probably know. http://www.nytimes.com/2014/03/02/technology/the-monuments-of-tech.html?_r=2
  25. Facebook’s headquarters in Menlo Park, Calif., is a cluster of 11 buildings enclosing a (…) pedestrian square and a two-way promenade.” Doesn't’ this remind you of a well known street? If I would ask your kids, they’d probably know. http://www.nytimes.com/2014/03/02/technology/the-monuments-of-tech.html?_r=2
  26. 38
  27. aanpak gebruikerstesten mockups, scenario’s
  28. foto van Roland tijdens de testen
  29. conclusie gebruikerstesten ondersteuning in alle facetten maar vooral bellen linken met doelstellingne vooraan liefst zo veel mogelijk online maar ook andere contacten
  30. Roland
  31. Roland
  32. Roland “intern zijn er mensen die denken dat online klanten alles zelf willen doen en niet te behoefte hebben om te bellen” “maar online klanten willen ook help, dat is duidelijk gebleken uit de testen” de persoon die dat gezegd heeft, ziet nu in dat hij het niet juist had, is nu helemaal overtuigd dat mensen ondersteuning nodig hebben
  33. Roland “We moeten onze interne organisatie veranderen, want we weten dat de klant altijd de kortste weg zoekt naar zijn doel, in dit geval = om ons te contacteren.”
  34. Johan: klopt, dat is menselijk Human behavior: people will find and use the shortest route. Always. in kaart brengen => service blue print uitlichten / uitleggen online call center papier
  35. Customer journey toevoegen
  36. zoomed in Notes uit de eindpresentatie Het is een complex process en om echt op alle factoren en aspecten vat te krijgen, is het wel nuttig om de service design kant uit te gaan. Wij hebben al een eerste aanzet gedaan naar het uitzetten van een customer journey, waarbij alle touchpoint waarmee de klant in contact komt uitgezet zijn tegenover de fase waarin hij zich bevindt in het inschrijvingsproces. Uit deze aanzet kunnen we toch al enkele adviezen halen zoals bv: Mensen gaan altijd bellen of kunnen altijd bellen, wees daar intern op voorbereid. Online klanten doen heus niet alles zelf en Corona Direct moet zich daar ook aan verwachten en de website langs binnen en buiten kennen.
  37. P¨hases
  38. channels
  39. Touch points
  40. Touch points
  41. Touch points Call center = offline Web = online, maar ook offline
  42. Roland Samenwerking met klantendienst er komen nieuwe vragen van klanten klant belt -> proces overnemen -> klant kan verder
  43. Roland populairder hoe komt dat?
  44. Roland Co Browsing doelstelling: intensiever samenwerken
  45. Roland Online = offine => contact center