Corona Direct & Human Interface Group Duo presentation on ETS Conference 2015.

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

© Human Interface Group - 29.9.2015

“We zullen internet zijn. Of we zullen niet zijn”

Philippe Neyt Commercial Director, Corona Direct

“To be or not to be”

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 PRINCIPLES VALUE PROPOSITION CUSTOMER JOURNEY

User Experience Framework


Value Proposition Canvas

Product / Service

Needs

Wants

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 principles

BASED ON HOW PEOPLE

Feel

Think

Hear See

Interact Behave


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




put waypoints along the route

WAYPOINTS








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.







“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


ü  Goals defined ü  Great designs made ü  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


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

@johanverhaegen




Customer journey

SERVICE BLUE PRINT EXPERIENCE MAP








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


Corona Direct & Human Interface Group Duo presentation on ETS Conference 2015.

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