Post on 14-Apr-2017
Successful online insuranceSuperb customer satisfaction with the
help of great user experience
eTrade Summit29 September
2015
Roland Harms – Corona DirectJohan Verhaegen – Human Interface Group
“We zullen internet zijn.Of we zullen niet zijn”
Philippe NeytCommercial Director, Corona Direct
“To be or not to be”
Goals according to Corona DirectCorona 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
NeedsWants
Concerns
Customer
Value proposition
Technology
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
Interact
Behave
People are motivated by mastery and controlPeople 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 purposeLIFELINE
perceived affordance, Donald Norman
LIFELINEreassures permanently that you are on track
LIFELINEhelps 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 routeWAYPOINTS
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 assumptionsAssumptions 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.
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 tests10 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 interfaceUsers 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 usLesson learned from usability testing
• Design change• Internal organization change
Beyond design
Design for the happy flow is easy.The hard part is to design for when thingsgo ‘wrong’.
@johanverhaegen
USABILITY PRINCIPLESVALUE PROPOSITION
CUSTOMER JOURNEY
User Experience Framework
Customer journey
SERVICE BLUE PRINTEXPERIENCE MAP
3 take aways
1. Define business goals & UX goals
2. Invest in usability techniques
3. Offer a multichannel solution
Johan VerhaegenHuman Interface Group - UX Strategist
Roland HarmsCorona Direct – Online Business Development Manager
Thank you