Situation (Business and user experience objectives): Because of the growing trend of online insurance shopping, the brokerage insurance company Merlin wanted to get online presence and gain this market share along with the existing broker channels. The company did not want to upset their brokers and lose their business while implementing online presence. They hence wanted to find ways to develop their online presence, while keeping their brokers’ participation in those sales. And of course the design of the website should support to get the user attention and trust, attracting lots of traffic on the website.

Cognitive Group has been hired to design a website which will support the smooth transition to the online shopping market and grab shoppers’ attention by its visual appearance, ease of use, and trustworthiness.

Method and result: Cognitive Group designed the online quoting system interface based on comparative analysis, existing best practices and ergonomics guidelines, and on the results of usability tests of the interactive mockup with a target user population.

During comparative tests, we observed users while they were getting online quotes for insurance products of other insurance competitors. Users were asked to think out loud. The initial interface design was based on the test results and ergonomics guidelines.

Before the integration of the visual design into CMS (Content Management System), the technical team of Cognitive Group developed the HTML prototype of the design and conducted usability tests with users of target demographics.

The usability tests were based on observations of users’ natural behavior while they were performing specific tasks in their natural environment (at home or office). Tests have been conducted remotely, using an online screen-sharing tool to observe behavior and using thinking aloud techniques.  This helped in identifying the issues connected with navigation, content, and with the organization of the information needed to get quotes quickly and easily.

After 3 iterations and design adjustments with overall 16 users, the technical team of Cognitive Group integrated the final design into the website (http://www.merlininsurance.ca). Certain Cognitive recommendations are planned to be implemented in the next release.

Next Step: After the second release of the website, Cognitive Group will perform usability tests to ensure that the site is intuitive, that it matches user expectations, and that it is trustworthy for users.