Development of a User-Centric Online Insurance Platform with Integrated E-Commerce and Flexible User Interactions

The existing online insurance platform is outdated both morally and technically, leading to inefficient user experiences, high drop-off rates during purchase, and limited mobile usability. Despite a substantial mobile user base (75%), the interface and data entry processes are cumbersome, particularly on mobile devices, resulting in lost sales opportunities and reduced customer satisfaction. Current data collection and analytics enable insights but do not support modern, streamlined user interactions or innovative purchase methodologies.

A market-leading insurance company aiming to enhance its digital offerings through a modern, user-friendly online platform that supports policy purchasing, personalization, and additional services.

• Revamp the online insurance platform to improve usability, especially for mobile users, targeting at least 75% mobile traffic with optimized mobile interfaces.
• Implement new user flows that simplify data entry, including vehicle identification via registration number to reduce friction.
• Design and develop two distinct user interaction models: a traditional step-by-step eCommerce flow and an interactive chatbot that simulates a conversation with an insurance agent, testing their effectiveness across target audience segments.
• Integrate additional service offerings such as policy add-ons within the purchasing flow to organically increase revenue and customer engagement.
• Ensure the platform supports seamless data collection, tracking, and analytics to facilitate continuous improvement.

• Multi-stage, logically segmented purchase flow supporting both traditional and conversational interfaces.
• Vehicle identification via license plate or registration number to accelerate data input on mobile devices.
• Two prototypes: (1) a classic step-by-step eCommerce process; (2) a chatbot-based interface simulating live agent interaction.
• Adaptive UI design optimized for mobile devices, ensuring 75% mobile traffic needs are met with responsive layouts.
• Integration of additional sale modules, such as policy extensions and coverage add-ons, within the primary purchase flow.
• Analytics and data tracking modules to monitor user behavior, drop-off points, and conversion rates.
• User portraits and personas to guide UI/UX design tailored to diverse audience segments.

• Vehicle registration databases for vehicle identification.
• Payment gateways for transaction processing.
• Analytics and user behavior tracking systems.
• CRM or customer data platforms for personalization and follow-up.

• Scalability to handle high traffic volumes, including 85,000+ monthly visitors.
• Performance latency below 2 seconds for 75% of mobile interactions.
• Security compliance for handling personal and payment data, including SSL/TLS encryption and GDPR adherence.
• System uptime of 99.9% with robust error handling and redundancy.
• Cross-browser and cross-device compatibility, especially on mobile devices.

The implementation of the new platform is expected to significantly improve user experience, reduce purchase abandonment by streamlining data entry, and increase conversion rates. Target metrics include supporting over 85,000 monthly visitors, enabling 88% of users to complete purchases within designated timeframes, and boosting additional product sales organically. The dual approach of traditional and conversational user interfaces will cater to a broader audience, including young, tech-savvy users, thereby expanding market reach and revenue streams.