Situation

Besides the payment function, JKO planned to create more payment options by combining online car insurance application services. Moreover JKO can make use of users data accumulated by on-street parking payment services. Through our research and testing, JKO wants to know the following things:

• Is there any other way to promote car insurance service?
• How do users buy car insurance on Jiekou?
• If the process or the interface needs to be adjusted for users,and how to optimize it?

Task

Usability Test : according to the insurance process, it is divided into 4 major pages: home page, car insurance initial page, insurance sets page and mix and match page. When receiving the request to buy car insurance on the homepage, the users could immediately find the car insurance function. However, there are some barriers to use in the next three pages, and these numbers represent the problems that we have been observed.

Result

Almost most of the users in the testing have the habit of using electronic payment. They would use electronic payment when paying overdue bills and favourite stores. But none of them knew that JKO provide the function of buying car insurance.

In terms of online car insurance purchase behaviors, we divide the users into two persona. Hank buys car insurance online with long-term habits. He wants to buy the perfect insurance at acceptable cost, so he would compare the car insurance types in the insurance companies. He would buy car insurance that pays for losses to first and third party, and the excess coverage if living in the specific area. Fans needs to buy rental car insurancetemporary, and get insurance quickly.

The users felt confused when seeing "immediately calculate" button at the bottom of the page because there is no insurance to choose.

The users can't judge which error was caused because there are three different prompts in the warning message at the same time.

It would increase the burden of the insurance application process even the users give up applying when the instruction of insuration is difficult to read.

Action

How to attract existing users and potential users? Through usability testing and user interviews, we found that the user behaviors and the user journey, and the market of the short-term insurance.

Through guerrilla interviews with 20 people who have experience in purchasing car insurance, we got factors about purchasing car insurance. For example, the area of residence would influence the buying decision of excess insurance.

We send the questionnaire to car discussion group to find the testees who have continuous experience in purchasing car insurance online.

We set the same situation of the usability test to observe user behavior and user's decision-making. And we wanted to confirm whether it would affect the task such as incomprehensible clauses and minimum car insurance requirements.