TATA AIG General Insurance's Direct to Consumer (D2C) wished to optimize their online channels from the perspective of communication, lead capture and customer service.
They approached UX Labs, our independent user experience division, for a complete audit of their website in terms of fulfillment of user goals, clear articulation of their value perception and enhanced brand perception.
We started with a 360 degree review, focusing on the business objectives, the key user goals and expectations, competitor analysis and expert inputs. At every level of testing, we aimed at getting deeper insights into the expectations of users and the affordance of elements.
In addition to a number of higher level strategic issues such as a scattered and confusing CTA strategy, inconsistent display of LHS navigation and other misplaced elements, we also identified huge gaps in the navigation, presentation and user-level interaction.
Another major issue that was to be addressed was the jargon-riddled content, which served no purpose but to confuse the user and widen the trust-gap. To add to this, many of the forms were poorly designed – increasing effort on the user's part rather than capitalizing on effort. The processes involved in getting a quote, or buying a policy online were too many and too long-winded.
After analyzing the user experience reports and usability data from multiple users and user types, we homed in on the key issues experienced by users while performing tasks.
Utilizing key metrics and charts that represented the usability test results, we made a number of simple and practical recommendations to address the main usability shortcomings of the website.
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