Insurance App Empathy Map

Overview

Financial platform: insurance app

Product: Nh1816 Verzekeringen (Dutch insurance company)

Device: Smartphone (iPhone 12)

User research

9 moderated interview sessions were held. In these interviews, questions were asked based about user experience in 1.) Logging into the app, and 2.) reporting damages. Questions and follow-up questions were asked about experiences, needs, behaviors and pain points of use of the app.

Audience

1. age 50-60
2. lower educated, practically schooled
3. tech-savviness: novice
4. Dutch, rural

Insights

• The app poorly services less tech-savvy individuals;
• Provides little context about security statuses, causing anxiety in less tech-savvy users;
• The app provides a lot of information and jargon in the same screen, which causes cognitive overload;
• Login processes are not step-by-step, causing additional cognitive load;
• There is no onboarding.

Conclusion

The app might be designed for medium to highly tech-savvy users, but lacks features that would help low tech-savvy individuals. Addressing app status, security status, feedback on successful actions and a better visual hierarchy could go a long way to reduce user anxiety. Additionally redesigning submission forms to a more step by step basis would reduce the cognitive load and anxiety users experience, while using the app. It should be understood that an insurance app is used sporadically, and the interface should require little to no learned patterns. These are all tangible improvement points which can help the insurer's app team to improve user satisfaction.