insurance2 min
ReplayApril 23, 202637 minutesRosalie Doeve
From benchmark data to working prototype (with AI)
You know what can be improved. Now you need proof that it works. Learn how to quickly go from insights to something testable.
Chapters
8Key Takeaways
- First analyze the quantitative UX scores per theme and link them to conversion impact to determine where your priority lies.
- Distill concrete pain points from open user feedback before formulating a solution direction.
+7 more takeaways
What's covered
- 1
Introduction and setup
Welcome, housekeeping announcements and a brief poll to get to know the audience. The speaker explains what participants will know and be able to do after this session.
- 2
What does WUA do?
Explanation of WUA's approach: benchmarking the complete digital customer journey, including the orientation phase with multiple competitors simultaneously.
- 3
The problem: full backlog, unclear priorities
Many teams have enough data but endlessly debate prioritization. The session shows how to break through that with a quick validation method.
- 4
User feedback analysis: the ASR example
Based on a real WUA study of ASR car insurance, quantitative scores and open user feedback are combined to identify two concrete pain points.
- 5
Solution directions from benchmark and own data
Feedback on competitors like InShared and insights from previous WUA studies yield two testable solutions: a comparison table and a decision support tool.
- 6
Building a prototype with AI
The speaker demonstrates live how to build a clickable prototype with an AI tool like Claude in an afternoon, including a comparison table and interactive decision support.
- 7
Testing the prototype and interpreting results
Through an unmoderated usability test with 10 respondents, both solutions are validated. The results show which tool is most valuable for which target group.
- 8
Q&A: tools, methods and practical tips
Questions from participants about which AI tools work best, how to choose competitors and whether you can reuse the same respondents for prototype testing and benchmarking.
About this masterclass
There are plenty of insights. From your own data, from research, from colleagues' opinions. The problem is the next step.
How do you choose from ten improvement points which one to tackle first? And how do you validate whether your choice is right without waiting months for a developer?
In this masterclass, Rosalie Doeve shows you how to break through that impasse. Using real research data on the car insurance journeys of ANWB, Centraal Beheer, InShared and a.s.r., you'll learn how to quickly go from data to something testable, and how to apply that same approach to your own work.
What we'll cover
Your backlog is full. Where do you start?
Rosalie shows how she reduced a.s.r.'s data to the points with the most impact and how she built a working prototype from it in a short time.
Does your improvement actually work?
You'll see how to test a new flow so you know whether your approach actually makes impact before you invest your development budget.
An approach you can use tomorrow
No theory that you still have to translate yourself afterwards. You'll learn a practical method that you can apply directly, in any industry and for any type of project.
Who is this for?
You know what can be improved. You have the data. But between "we know it" and "we've tested it" there's always too much time.
If you're not waiting for more insights but for a process to quickly do something with them, this masterclass is for you.
Product Owners · UX Designers · Digital Marketers · CRO Specialists
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