Inconsistent Experience—A UX Audit Case Study.
In our recent article discussing UX & Design Audits we talked about the three lenses from which we look at products during a UX & Design Audit. Following on, in this article, is an example that arose from a recent audit.
Client: A well established insurance brokerage.
Background: The company underwent a significant digitalisation process to bring an array of insurance processes and offerings online. The new platform allowed users to access and compare competing insurance products. Although the much anticipated launch drove the expected traffic, the conversion rate was lower than anticipated.
An audit insight: Serious issues around product trust and inconsistent purchasing experiences significantly affected user conversion.
A well designed and consistent communication on the value propositions and calls-to-action made users believe they would be able to purchase their desired policy and opt-in to extras right on the spot. The reality was not so simple. Following the initial steps in the purchasing journey each product diverted users into a completely different onboarding experience which, naturally, users found highly confusing. At the end of the funnel users realised that the process required their purchase to be finalised either offline, or digitally at a later date following a human review of the policy request.
The significant misalignment between the platform’s initial promises, made through visual communication design and content, contributed to the platform distrust and discouraged users from returning, and consequently completing a purchase.
Arresting the loss of user conversions
- Following the UX & design audit we supplied a list of recommended product improvements to the client. It was recommended to complete the automation of purchasing and onboarding flows, and in other cases, to clearly articulate the expected process to users in advance.
- Importantly, many of the findings in this audit could have been identified prior to the launch of the product through user research and testing during the design phase. It was recommended to the client to incorporate research and testing during the design phase with each new round of product improvement.
If you’re looking to ensure maximum conversion when launching new or updated digital products and would like support to evaluate your user experience, reach out to us to start a conversation.
