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Redesign Online Experience

Independer was founded twenty years ago (1999) with one ambitious goal; making the financial world more honest and transparent for consumers. A lot has changed since then. In the last decade it became common for consumers to apply for their health or car insurance online. In the last years new technologies changed consumer behavior rapidly, however Independer didn't sufficiently anticipate on this change. It was time to reconsider the role of Independer in consumers lives. Specifically the way the company interacts with potential customers.

The Challange

How to make the shift from the largest comparison website to financial advisor and claim this new role in this rapid changing market. Develop and create a vision that represents our primary business objective. Providing the best (digital) customer experience aligned with our new brand proposition.

Design Process

We started with interviewing the stakeholders and listened to hours of phone conversations between clients and our customer service employees. This gave us a good idea of the customer's needs. Afterwards we conducted a market and competition analysis, which led to formulating a new vision that represents our primary business objective. A number of goals were set and we started with the design phase. We divided the team into separate groups of which one group focused on direct traffic and the second group aimed at traffic from other channels. Both teams developed promising ideas that eventually led to the concept of "the financial coach".

"The Financial Coach" concept

This concept helps to make the shift from product expert to financial coach. Together we create the Independer of tomorrow.

Value Proposition

Compares apples to apples
Checks all insurance providers based on your situation and specific needs

Overlooks the bigger picture
Understands the impact of changes to your finances

Wants the best for you
Is independent, not bound to insurers and will always put your interests first

Your Financial Coach...

Get's your situation

Helps

Shows initiative

Concept Designs

Flowchart

After applying you will immediately land on your personal dashboard. This is the starting point of your relationship with Independer. This dashboard is also the place to oversee your financial situation and keeps you informed of any changes.

Your financial coach gets your situation.

We get to know you by asking questions and take you through the application process step by step.

Your financial coach helps.

By showing you the bigger picture we conduct a plan together which helps you further in life. You decide how much to tell us and we immediately start by assisting your choices.

Your financial coach shows initiative.

After deciding you will land on your dashboard with a complete overview. You will receive a message if your policy changes or if we can offer you something better. It will change into a smart dashboard and will provide you with tips & tricks.

Roles & Responsibilties

I worked on the project as UX designer.

Main area's of responsibility

  • Wire-framing and prototyping
  • Usability testing
  • UI Design
  • Constructing design patterns and usability guidelines