UNIVE landingspage

Proof of concept cockpit page
Web Apps & Web Design

     

  1. Skills: User Experience Architecture, Work Flow/Layout/Interaction Design, Visual Design, UX design
  2. Client: Unive
  3. Project: Cockpit page
  4. Tools Used: UX research tools, Illustrator, Photoshop, Wireframing

  5.  

Overview

I was asked for a quick scan and second opinion about their travel insurance cockpit page. They looked for a way to get higher conversion rates.

My role

Set up a landingspage for travelers insurance. In this assignment I did the classical work, UX research by survey and interviewing users to build personas, prototyping and wire framing, the user tests and the high fidelity prototype.

Duration

This project took only two weeks time in 2011. I worked on this project as User Experience Designer for Unive, a large and one of the oldest cooperative insurers that operates as a non-profit organization in the Netherlands.


The challenge

Higher conversion rates

Unive Insurance, the insurer, you can go to for all of your damages, healthcare and life insurance, mortgages and pensions.This e commerce site needed more conversion. So the site needs better user experience and more user research.

Three major user groups are defined:

     

  1. Orienting users: this group is looking for information about insurance . They are looking for answers and possibly also request a product price.
  2. Price comparison visitors: this group is in a further stage of the purchase process. This group wants to see a fee as soon as possible.
  3. Existing customers: this group is already customer at Unive. They are often looking for information about their insurance or want to use their insurance ( * make changes, reporting damage, claim , etc ). They are service oriented.
  4.  

The brand values of Unive are: personal, close, understandable, no-nonsense and worth money.

 

Original Unive page

The approach

UX JOURNEY MAP

Customer journey map

Best way to start my investigation was to look into the user experience journey map. For this task I chose following tools: Stories: a good story about a user's experience can help people to see the problem (or opportunity), motivate people to take action, and stick in people's memories long after we're gone. Personas: portraits and profiles of user types (and their goals and behaviors) remind us all that you are not the user and serve as an invaluable compass for design and development. Scenarios: positioning personas in natural contexts gets us thinking about how a system fits the lives of real people. Content Inventories: reviewing and describing documents and objects is a prerequisite to an effective structure and organization. The artifact (often a spreadsheet) is a sign of due diligence. User Surveys: asking the same questions of many users across multiple audiences can reveal existing gaps and common needs, and show how they map to customer satisfaction. Process Flows: how do users move through a system? How can we improve these flows. A symbolic depiction can enlighten desired lines and show the benefits of (less) chosen paths. Wireframes: sketches of pages and screens can focus us on structure, organization, navigation, and interaction before investing time and attention in color, typography, and image. Concept Designs: interface designs and composite art invoke an emotional response and capture people's attention by presenting a high-fidelity image of how the product could look.

 

Persona

RESEARCH GOAL NUMBER 1:

IDENTIFY VISITORS

Core tasks (True Intent Study) task analysis open questions were asked in different families with two,four and two members and one single woman. Prime task: Get an insurance deal. Every time you talk to people you find out about new things.

Card sorting methode

RESEARCH GOAL NUMBER 2:

IMPROVE THE CALLS TO ACTION

Before starting any design, I spend a great deal of time making sense of which calls of action there should be and where. This involved task analysis and card sorting work. Since clients should go through funnels to actually buy an insurance, this page is the cockpit where PET, persuasion, emotion and trust, must be clear.

Heatmap

RESEARCH GOAL NUMBER 3:

QUANTIFY USABILITY AND USER EXPERIENCE (TASK-BASED STUDY)

For this study I ran a little heat and click test with the existing site page of Unive. Later on I could compare the outcomes with my new designs. Before starting any design, I spend a great deal of time making sense of workflows and existing content. This involved task analysis and card sorting work. Mapping out the workflows was also challenging. From the homepage I could not get easily to the cockpit page of travel insurances. I find out that there was no option to choose an insurance.

RESEARCH GOAL NUMBER 4:

ESTABLISHING AN INDUSTRY USABILITY BENCHMARK (TASK-BASED COMPARISON STUDY)

Over time User Experience has become a complex concept and measuring it can be quite challenging. It requires that you understand customer needs, behavior and satisfaction.

 


Discovery

WHAT CUSTOMERS WANT

Needs

Users want, at once, be able to calculate. People look for a good price, coverage and price product relation. They like to be explained in person rather than read themselves. They have the need to compare experiences.

Behavior

Users don't want to read. They have reading problems. They like to be explained in person rather than read themselves. They like to compare experiences.

Satisfaction

Users want, at once, be able to calculate. They have a weakness for discounts. They look for a good price. A good coverage of price product. They like to compare experiences.

 


The framework

STRUCTURING CONTENT FIRST

Sketching is an easy and quick way to evaluate my ideas with users. This helped me work rapidly and led me to consider more ideas. Sketching many concepts helped me form a broader view of the assignment earlier ensuring a more cohesive design. With Axure I built the actual wire frames for my client to get a clear picture.

 

HI FIDELITY MOCKUP

 

 

High fidelity mock up

Result

Through A/B testing this mockup resulted as the most chosen one.

Univé in figures
Two main branches: Assen and Zwolle
12 regional Univé's
more than 130 stores
2,700 employees
1.5 million insured
4 million insurance

 

 

Refinement

LEARN AND DO

Calculation form close by

WHAT USERS CAN DO

When customers visit the site they can get to work. They can fill in this little form. Or they can see their discount which leads them to the same destination, filling out a 5 steps way to get a deal.

 

 

 

Piece of ribbon stories

STORIES

In this ribbon there are stories from customers who are happy to have an insurance. Here is the place to refresh content with new experiences from customers, so that new customers can recognize themselves.

 

 

Detail of extras

THREE POINTS

There are three things that get the attention:

     

  1. Going to the calculation form and information page.
  2. There are stories to know.
  3. Frequently Asked Questions in short video's seeing a friendly person explaining.
  4.  

These elements can contribute to making a deal.