Understanding users needs and expectations
Our partner Independer is the largest digital comparison and advice platform in the Netherlands for insurance and banking products, mortgages and energy. I worked as part of the iptiQ team, a global InsurTech providing digital insurance platforms, underwriting capabilities and life and non-life insurance products.
For a brand-new household insurance product we had to create a landing page (LP). In the first iteration, this was linked to Independer aggregator where the insurance was sold. In the second stage, instead of being linked with only an aggregator, the user could also go through the sales journey on the Mintley website.
Problem statement: As a user I need to quickly understand what this product is about and if it fits my needs so that I can proceed to get a quote to get insured.
Solution: Defined an Information Architecture (IA) that fits users’ expectations & needs based on research insights and created Hi-Fi designs.
UX Designer, UX Researcher
Dec 2021 - Jan 2022
Card Sorting, Interviews, Empathy Mapping, Affinity Mapping, Mid-fi, Hi-Fi wireframing.
UXTweak, Miro, Figma, Mouseflow, Tableau, Confluence.
UX designer (Me), a UX researcher, a content writer, a project manager, marketing, data analysts, and engineering team.
To better understand past and current behaviours, needs, and expectations of our users in general regarding insurance landing pages.
We decided to approach this by triangulating data from card sorting, interviews and data analysis from Tableau and Mouseflow.
Interviews insights are organised in an affinity diagram to identify patterns and themes in the data
Clustered insights into an empathy map to understand users' needs, pain points and external facts that affect their decisions/behaviour.
The card sorting analysis allowed us to understand the distribution of cards across standardised categories with a higher percentage of agreement.
Based on the card sorting and interview findings we created an LP structure template. Explanation of Main Outcomes
This helped us to take into account different areas and not just needs as there are factors around them that also affect how they interact with it and what they expect. We analysed pains and gains, what type of actions they take to solve them and what we should do to address the different pain points.
We triangulated the information from analytics, interviews and card sorting. Based on the users' needs we defined each section needed to focus on specific users’ priorities, needs and expectations we uncovered in the research. This was used as starting point in the solution definition when we did a competitor analysis and started wireframing ideas. The goal with this template is to be able to reuse it and validate it (via a survey) for different stakeholders, markets and partners.
Once we finished the research we took the following steps:
Semantic Diagram workshop
Competitive analysis and Mi-fi designs per section
Designs were handed over and implemented. If you want to check implemented designs click on this link
We used too many categories and cards in the card sorting so it was more difficult to have significant percentages of agreement.
Even if we got many good ideas on how to solve the problem we prioritised simpler designs to achieve the launch on the expected date. We aim to iterate and learn from its performance.
As a new brand, we needed to put more effort into building confidence and building trust in users. It was difficult to provide the right trust-building elements.
This comparison was done taking the average data of other partner LPs:
Increased from 40s to 2minutes
We need to analyse this data carefully as was taken two months after it launched and it was just linked with the aggregator. This means users actively searched online for the brand (as is new in the dutch market) and they were interested in getting to know more about it.