Project —

ING & AXA

In partnership with AXA, ING launched insurance products to their existing customers across multiple markets. A complex project, which involved up to 10 entities and therefore several business needs to accommodate. I was involved in the optimisation of the existing customer journeys and designs, and solved UI/UX problems for the Mobility insurance products such as Car, Personal accident, Travel and Mobile.

OPTIMISATION

Based on insights through web tracking we discovered high dropout rates on the Insurance Summary page.

My ROLEs

UI & UX, Interaction, Prototyping & Testing, Visual Design, User Research, Competitor Analyses, Wire Framing, Customer Journey, User Flow, E2E Flow, Journey Optimisations   

Client

ING & AXA

Our dropout hypotheses were tested by users and some of them were validated and new ones appeared. We carefully analysed the results and made several iterations before landing on these new improvements:

The user tests also showed us issues with the page before the Summary, where s/he can adjust and select their covers. Based on our analysis, we decided to take a more simple approach by showing cover packages with clear differentiation of the covers included.

In MVP 1 the user was exposed to the price on the Summary page and not earlier in the journey. Furthermore s/he had no overview of the additional option prices.