Last year, we launched the Click Challenge "How many clicks does it take to request a car insurance quote?". It ended with the reflection that ease and speed are the two key words that digital managers around the world have had to keep in mind in order to cope with the amount of unexpected traffic they have been receiving from 2020 onwards.
That's how Toyota Insurance Services decided to put its Insurance Calculator at the heart of its real user, i.e. prospects across Europe. To do this, the team involved AppQuality in User Testing with the aim of:
- Learn what users think about the calculator.
- Learn if user consider calculator easy to use and how they rate user experience.
- Find usability issues.
- Find friction points.
- Find user experience improvements.
The new tool, which aims to give potential new customers a clear and immediate answer on the price of insurance (the first question a user asks) was then tested and evaluated by real users.
What impact did the involvement of real users have on the development of the new tool? Klaudia Kolesnik (Designer and UX Specialist) and Valerie Weinand (Senior Specialist Customer Lifetime Insurance) tell us in this interview.
How important is the Insurance Calculator in Toyota Insurance Services’ business strategy? What damage could cause the low usage rate of the service?
The Insurance Calculator solves potential customers’ first questions: what is the price of the insurance when purchasing a new Toyota car. This self-service tool is important to help potential customers get the information they need in a quick and easy way. It’s a tool that allows them to have an answer at any time they need it. No waiting times and no working hours to take into account.
It is not possible to buy the insurance online, therefore the low usage does not affect the sales performance. It is nonetheless extremely useful in terms of giving the consumers quick and almost final price indication. With this quote, the customer can easily finalise the contract at the point of sale or via phone.
We are developing a new Pan-European insurance calculator that should still be in line with the local requirements. The current (old) one was never tested, and the conversion rate was pretty low. To validate the new design and the UX teams’ assumptions, we needed to test it with users from local markets.
What results were you expecting from the test?
We needed to learn what users think about the Insurance Calculator. We also wanted to understand if users consider the calculator as user-friendly and easy to use and how they rate the overall user experience. More specifically, it was critical to find usability issues and friction points and get recommendations about user experience improvements. All of this was meant to help us leave assumptions behind and focus on what our users really experienced and wanted.
What was the advantage of using AppQuality instead of running the test on your own?
Since the insurance calculator we are developing is aimed at Pan-European users, a big advantage is the access to a community of users across multiple countries in the local language. This is something that would have been hard to achieve on our own. End users provided videos and tagging in their own language, then they were delivered with a translation to English.
Finally, we did not only get the raw data. Starting from the videos, User Researchers from AppQuality’s network elaborated an analysis of users’ behaviour on our Insurance Calculator.
Overall, what was the impact of AppQuality on the quality of the UX of the calculator?
Solving usability issues upfront saved us development time and effort, which would take approximately a few days of development. For example, users’ suggestions helped improve the clarity of the content and rearrange the order of the questions in the calculator for a better understanding.The videos together with the analysis was a solid and objective base to discuss changes with local marketing teams.
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