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