Year: August 2020
Duration: 3 months
Role: UX/UI designer in scrum team
Client: Overstappen.nl
Background
Overstappen.nl is a Dutch website dedicated to helping consumers compare and switch between various service providers for utilities and essential services. The primary goal is to assist consumers in finding the best deals, enabling them to save money by switching to more cost-effective or better-suited providers.
The scope
Annually, 1.2 million people switch health insurance in the Netherlands. To understand consumer motivations and streamline the switching process, I conducted user interviews aimed at identifying key motivators and pain points.
User personas
We differentiated two different users.
FINDING 1
The price-oriented quick switcher
These users switch health insurance every year, seeking the lowest price due to minimal healthcare usage. They prefer a higher own risk and don’t need additional insurances. They need fast and straightforward switching process focused on cost savings.
FINDING 2
The information seeker needs more context
These users require extensive healthcare services due to ongoing health issues or anticipated changes. They conduct thorough research to find the best insurance coverage. They need detailed information and comprehensive comparisons to make an informed decision.
Solution
Based on the user research findings, I created concepts and tested this with some customers. I took a few iterations to find the sweet spot.
Switching health insurance in only one click
For the quick switcher we designed these features:
- An overview of the top three insurance plans tailored to user preferences.
- Key information such as price and reviews are highlighted for quick comparison.
- Users can scan, compare, and decide swiftly without delving into complex details.
Personal guidance for informed decision-making
For the information seeker we designed these features:
- Detailed insurance information and comparison tools.
- Persistent help desk button visible at all times for immediate assistance.
- Proactive chat support on the health insurance overview page to assist in the decision-making process.
Takeaway
In the first year of implementation:
- Conversion rate: achieved a 3.4% conversion rate.
- Customer satisfaction: attained a Trustpilot score of 8.6, indicating high user satisfaction.
Through targeted user research and tailored design solutions, Overstappen.nl successfully addressed the distinct needs of its diverse user base, leading to improved user experience and significant business outcomes.
