ING offers business insurance in partnership with Nationale Nederlanden. In the past it was only possible to take out insurance via an advisor. Recently this has changed and it is now possible to take out insurance via an online closing system. The current street was originally built as a portal for advisors and not with the end customer in mind.
An earlier funnel analysis and customer interviews showed that only a third of all users had calculated a premium. The remainder had dropped out before then. As the premium is an important first step in the orientation of potential customers, this became the most important KPI next to the actual request for an insurance package.Customer interviews revealed that the insurance policies were not sufficiently explained in the closing process and that there were several usability issues. In addition, it was often unclear why certain data was required.Stakeholder management was an important part of my role in this project. The project consisted of both ING and Nationale Nederlanden stakeholders. The ambition was high and with that the risk of a growing scope.
My first task was to take an active role in determining the scope and stakeholders. I convinced the team to work with shorter iterations. Partly because the amount of available customer data was limited, it was important to be able to involve users in the process as soon as possible. In addition, a demonstrable success could create support for a more thorough approach in which the proposition would also be in scope. I convinced the team, which consisted entirely of marketers, of the importance of involving developers, business engineers and the legal department. Given the complex and highly technical nature of the product, this was of great importance. In the concept phase, I developed wireframes so I could quickly iterate based on stakeholder feedback. Then I worked out the UI (with partly new components) to a high fidelity prototype in Webflow including Javascript code to add extra interaction. The prototype was then tested in a usability test that I set up in collaboration with Valsplat.
Ferry is a driven and skilled UX designer and has achieved great results in a large corporate organisation in a short period of time. Vincent van der Toorn (UX designer Nationale Nederlanden)
