Introduction Virtual Affairs (VA) is a leading FinTech company that exists to (re-)establish the relationship between financials and their customers. VA believes that the only way to stay relevant in today’s society is to start and end with the needs of users, and strive to continuously innovate a company’s offering around their users needs and behaviours. One of VA’s products is InsuranceRight (IR), an insurance solution specifically targeted for direct-to-consumer insurance companies. IR is designed to facilitate users to find and buy the products that fit them best. Today, people are mostly offered a common interface, product and treatment. Research, on the other hand, has shown that equal treatment of different target groups has a disadvantageous effect on customer satisfaction and their final purchasing behaviour. So, users should be approached to and provided with their specific needs. This means a personalized process for different groups of audiences. Project definition The aim of this graduation project is to: Research the IR future users and their current experience with insurances and online insurance product interactions. Translate research results into a website design for IR, that serves users to their specific needs. For this project is chosen to focus on car insurances. User research To address the first aim of this graduation project, an online survey, literature research and contextmapping research, are conducted. These resulted in two essential sets of design fundamentals: The IR user types The user experience of the online insurance domain The IR user types Four different types of financial users are identified: the self-directed, the validator, the delegator and the avoider. This distinction of types is based on two criteria: the extent to which information is self-collected and the consumer confidence on the service of an adviser. All different characteristics and needs are included within the IR design. The user experience of the online insurance domain In general it can be stated that there is low trust in insurance companies, and their products (insurances). This distrust is a blockade when taking out an insurance. It is mainly influenced by the user’s experience of the insurers attitude. In addition, the general knowledge about insurances is also quite low. For many, the insurance domain is unknown. People do not know what they need to be insured for, what these insurances mean, which is their best choice, and in the end whether they purchased the right insurance. These issues are reflecting the online insurance platforms as well. Often is thought: “If a site looks unreliable or is difficult to understand, the insurance will probably continue to be so”. Several aspects have an influence on the online purchasing thoughts and behaviour of users, like: overview, structure, information, approach, guidance, and safety. The IR website design To address the second aim of this graduation project, all data is translated into solutions for the IR website design. Guidelines The following general design guidelines are made to carry out the meaning of the design: The design must facilitate different types of users The design must help the user by providing a best fitting proposal The design must lead to a convinced user Convinced of having made the right choices resulting in the right insurance for him/her The design must communicate in a personal manner The design must be transparent in terms of communication and process Supporting the sales funnel Currently, most process actions (AIDA) of users take place in the interaction designed for the final funnel step; action, which is not designed for orientation purposes. Improper facilitation at an earlier stage of the process can be assigned as reason. The IR website design contains a focus shift to the earlier steps of the process, to make the experience more pleasurable. There should be no distinction in experience between existing customers and prospects. A website visit can have multiple purposes, which lead to several flows, and actions. These actions are supported trough specific tools and serve users to their specific needs. The homepage is the first encounter between user and insurer. Since many people have a distrustful attitude toward insurers, IR will reassure the user with the introduction if the insurer. Additionally, the homepage presents the user with a set of tools. These tools represent different entries for different users, depending on their cause of visit. Life events The purchase of an insurance is mostly assigned to life events. When a life event occurs, people want to know what this means for their insured life. The tool ‘life events’ helps people with this question. By selecting an applicable life event, the website will forward to a life event checklist page. This page will give guidance in needed actions and suggested actions. Situation scan Many users visit an insurance website to obtain information. The tool situation scan will provide people with basic information for different situations. One can playfully learn what certain situations mean in real life, by means of simple and transparent information. When more information is needed, the user is provided with the option to learn more. License plate quickscan & selection support Instead of pulling a user into a purchase, the IR license plate quickscan will provide guidance on which one can choose to purchase. It can be challenging to determine whether a coverage is applicable to a users situation. IR features a selection tool, which contains a set of statements. Each statement belongs to a specific coverage. When answering the statement, a coverage suggestion is presented. Best matching proposal (BMP) The BMP is a proposal for users to consider, and take out when wanted. It is a summarizing document of all until then incurred actions. It includes all coverages and a total premium. This document has to convince the user to become a customer. Most people need time in order to make a decision. IR provides the user with tools to consider the proposal, compare it to competitive insurers, and discus it with others.