User testing with niche audiences

Chartis

Chartis (now AIG direct), the health and travel insurance specialists, have a number of ‘white label’ services that allow them to sell financial products on behalf of their clients (e.g. cancer insurance cover, specialist travel insurance for people with serious illnesses).

From a partner test lab in central London we put together a comprehensive user testing programme which included the use of eye tracking equipment. As moderators we had to be extra sensitive and empathic with users testing the cancer insurance product due to the emotive subject matter.

The recommendations we put forward in our report have tightened up the user experience of their white label products and improved online sales conversions.