Storebrand P&C Insurance

Storebrand was focusing on P&C Insurance and wanted the internet to be their most important sales channel for this. They therefore needed a simple and effective website that would sell the products itself.

Durance

June to December 2006

Goals

Be the best insurance website and achieve an extremely high conversion rate (site visitors to customers)

Results

• Innovative interaction

• Extremely high conversion rate

• Explosive sales growth

• Almost no customer services enquiries

• Extremely positive feedback from users

Deliverances

• Personas

• Clickable prototype created in Visio

• Several usability tests

• .IXD produced graphic design and HTML/JavaScripting

• Objectware programmed solution

• Project Manager - Anneke Osborg

Detailed project description

Initial phase

We established user experience goals in workshops with Storebrand. We realised early on that we should create a solution that was more like an online shop than an ordinary website.

User profiles (personas)

Together with Storebrand, we created user profiles that represented the most important user groups. These were used actively in the workshops to ensure that we were focusing on the users’ actual needs.

Interaction design / prototyping

First we made a rough prototype and agreed the basic interaction principles. We then made a detailed prototype, including all the screen shots. By going through several iterations with Storebrand, we removed unnecessary fields. .IXD then came in and assisted us with further simplifications.

Usability testing

The prototype was usability tested and improved over several test rounds, both the clickable Visio prototype, the XHMTL framework set up by .IXD and finally, the entire sytem, complete with graphic design. The usability testing led to further simplifications of the system.