Two-Phase Usability Evaluation of Insurance Website Prototypes

This paper discusses the various challenges encountered during iterative testing of an insurance company's home page prototypes. The study focuses on the methodology details, including the selection of prototypes and usability evaluation methods and the considerations for practical trade-offs. During Phase 1, six individual think-aloud interviews were conducted to compare three prototypes. Participants were asked to complete tasks on the prototypes. Based on the findings from Phase 1, three prototypes were developed. In Phase 2, an online survey was administered with existing customers to compare these three prototypes. Survey responses indicated that content, layout, and visual appearance were most influential on users' preferences of the designs. At the end of our paper, we compare the implementation and the results of usability evaluation and the prototypes in the two phases and discuss the limitations of the study.