How to make the customer sign ... and not cancel afterwards

27 February 2020 — team
Developing a successful insurance platform requires a close collaboration between UX designers and business analysts from the very beggining of the project to the end. At IIF 2020 - MOTOR INSURANCE - "A glimpse in the future" Conference, Jens KAWELKE Competence Unit Manager - Requirements Engineering | Financial Services, NTT DATA will present the solutions to overcome the weaknesses many of the motor insurance platforms are currently showing.

Here is a short introduction to the topic that will be addressed in Vienna, as provided by Jens KAWELKE & the Insurance Digital Design team at NTT DATA:


We have investigated motor insurance platforms in Austria and Germany with regard to usability and want to show and analyse some of the results of this investigation.

For the motor insurer, the aim of such a platform should always be to make a customer buy your products: You want the user to sign but not to cancel the platform workflow. Of course, the cancel rate will always be higher than 50%, but professional software development measures can help to reduce the rate.

We believe that for a lower cancel rate even more important than having a great insurance product is a great customer experience of the insurance platform.

For a closer look on customer experience we will introduce the terms
- User Experience
- User Interface Design
- Business analysis in software development

It took many years to establish professional business analysis in software development (synonym: Requirements Engineering = RE), because it was an invest whose return was hard to measure. But in the first 10 years of this millenium the importance of RE was recognized widely. However, this was also the time when the triumphal march of mobile devices and mobile apps started and with them the importance of an easy-to-use user interface.

User Experience and User Interface Design for mobile apps and web applications quickly gained importance. With this, the willingness to invest in professional RE, which has much more professional understanding of the underlying business background, obviously decreased again. We will show examples of motor insurance platforms in Austria and Germany, where this lack of business understanding is obvious, but will also show positive counterexamples.

On the other hand, there are still insurers who might believe that their products speak for themselves or who believe that their market share will be large now and for all times. They do not seem to invest in professional User Experience design for the platforms at all. Either they just hire front end developers who have designed web interfaces before but have no deep knowledge of UX design or they even customize a cheep standard product for their needs. Also for this hypothesis, we will show examples as well as examples with a good customer experience.

And then there is a third kind of improvement potential. Sexy design agencies are hired in order to design a very modern web or app interface. After they have delivered, the requirements engineers add the necessary business logic without ever talking to the designers. In the end, the front end developers merge everything. So, the result is not a coherent product as expected with so many experts involved but an unstructured product that is difficult to use. The examples we show here should talk for themselves.

Our recommendations in order to overcome the weakness of the examples are:
  1. invest in both, professional business analysis and UX design
  2. let the experts collaborate closely from the beginning to the end of the development phase
  3. develop your platform from scratch, do not customize standard products

The result of the collaboration of UX designers and business analysts must be a platform that:
  • is easy and fun to use
    • it has a clear structure and presentation
    • with a simple and intuitive navigation, it gives the customer the feeling of control
    • it contains a detailed visualization but avoids unnecessary texts or pictures
  • contains service functions like contacts and FAQs
  • has modest social media links
  • reduces risk and uncertainty for the customer
  • contains comprehensive and transparent information on pricing
  • includes comparisons


IIF 2020 - MOTOR INSURANCE - "A glimpse in the future" will address several issues related to the technical revolution in course, its benefits, challenges and dilemmas. Join us on 6 April, in Vienna.

More information and online registration are available at

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