In 2001, for the very first time a customer took out insurance with OOM online. This made OOM one of the first to take this step, as this was still a new phenomenon at the time. These days, taking out insurance online is an everyday occurrence. And even though the process ran smoothly at OOM for years, there was room for improvement. The customer journey was still not so different to filling in a printed form. It was high time to redesign the website, including the customer environment, based on the latest UX insights.
But how do you take rigid technical insurance material and transform it into an attractive customer journey? How do you ensure that visitors do not get halfway through the process only to find out that they need a particular document? OOM also wanted to use online marketing tools, to personalise the customer journey for example. Many of those solutions come with a hefty price tag however, and the underlying systems often have to be replaced as well.