INDUSTRY:
INSURANCE
CLIENT:
FOLKSAM
YEAR:
2024
EXPERIENCE:
NEEDS ANALYSIS & RESEARCH
Folksam
ABOUT
This UX project was carried out in collaboration with Folksam, with a focus on improving the digital self-service experience on their website. The project aimed to better understand customer needs and behaviors in order to design a more intuitive, efficient and user-centric service journey.
CHALLENGE
The core challenge was to make it possible for more customers to independently create and register their cases through Folksam's digital channels without having to contact customer service.
The assignment focused on identifying where and why users abandoned their digital journey, which pain points caused friction and how the experience could be improved while maintaining Folksam's sense of trust and personal connection.
PROCESS & RESULTS
To collect user insights, a digital survey was created by me and my three classmates and sent out on social media, school platforms and public places around Stockholm. This was followed by about 20 in-depth user interviews with Folksam's customers. The research focused on customer satisfaction, usability issues, pain points in the user flow and the stages where users most often gave up and contacted customer service instead.
Using affinity diagrams, user journeys and personas, we were able to derive actionable insights. Based on these insights, design concepts and improvement ideas were developed using Figma and Mural and the final presentation was made in Canva. The results and recommendations were presented to Folksam's UX team.
“Thank you so much! And great work by you — you’ve really done a thorough job 😊 We will definitely make use of your insights in our continued work. It’s also great to see the results from all the different methods you’ve used.”
Linnea Wahlberg
UX-Designer Folksam
