Building a user-centred customer experience for a health insurance company
++Objective
As a part of the optimisation of an e-commerce site for an Irish health insurance company, a customer journey map was created as a visual tool to address customers’ experience issues and increase visitor-to-lead and lead-to-sales conversion rates. Analysing customers’ interactions uncovered opportunities. These ideas were implemented, resulting in a better user experience that led to building stronger, truthful and consistent relationships with customers.
One of the complexities of the project was to reconcile user experience with sector-specific guidelines. While the journey had to be compliant with the Central Bank of Ireland (CBI) regulations, the UX/UI design should communicate clearly in the user’s language.
++Design process: research
Getting customer experience insights was the first step of the process. Several research techniques were conducted, including usability surveys and interviews, analysis of customer support logs, as well as website recordings, heatmaps and analytics.
++Design process: synthesis
With the aim of making sense of the data collected, two synthesis techniques were used: personas and journey maps. Personas helped create memorable, realistic characters with specific needs and feelings that represented the set of customers. The journey map highlighted the flow of the customers’ experience, also showing their needs, interactions and emotions.
Synthesis: Personas
In this example, the persona reflects one of the most important target users for the company: a young married mother looking for comprehensive health insurance that covers all the medical needs of her family.
Synthesis: Customer journey map
Creating the journey map revealed how each customer interaction had an impact on his decisions throughout the whole experience. And, in the end, it uncovered opportunities for improvements that were carried out to increase user engagement, lead conversions and customer retention.
