De Friesland
Enhanced customer journey with clear insight
PROJECT
Website & Mijn DF
MY ROLE
UX Design
UI Design
YEAR
2017/2018
The challenge of this project was to provide users with relevant information in a user-friendly and intuitive manner, offer support in selecting a suitable health insurance plan, and provide insight into their current insurance products within “Mijn De Friesland”
- Project commissioned by MAS•Outreach -
My role
My role as UX/UI lead was to enhance the customer journey and user experience. Additionally, I played a prominent role alongside the team in creating more support within De Friesland for User Centered Design and UX Design.
Tasks
• Stakeholder meetings
• Prototyping
• Sprint demo's
• User interviews
• User testing
• Design system
• UI design
Design process
During the design process, iterative sprints and a mobile-first strategy were of paramount importance. The emphasis was on continuously improving the design through feedback and optimization, with the aim of achieving the best possible user experience.
Restyle homepage: Concept & UI design
This project has provided me with valuable insights. Firstly, I have learned the importance of working as a team using an iterative approach.
By regularly gathering user feedback and continuously optimizing the design, we were able to create a better user experience.
Additionally, this project taught me how to collaborate effectively within a large organization, where I had to manage various stakeholder expectations.
Result
De Friesland conducted research within the benchmark using the WUA Web Performance Scan. With a design award and recognition as a best practice for Look & Feel, along with achieving the highest conversion in the funnel, De Friesland also attained the lowest bounce rate after the first impression.
"Consumers appreciate the clear and well-organized layout of the website. The prices, text links, and buttons to additional information are prominently displayed.”
"The smart use of tabs and collapsible items provides a logical and clear division of information. This allows users to distinguish main points from secondary details effectively."