| In the post-epidemic era,the Internet insurance industry has grown rapidly with good communication channels and convenient service methods.With the support of policies and technologies,the Internet insurance platform has gradually become online.Due to the complexity and particularity of insurance products and the lag of the Internet insurance platform development,how to acquire more users and improve the conversion rate is the biggest pain point of the platform.From the perspective of purchase decision,this thesis discusses how to optimize the purchase experience of users and improve the attractiveness and satisfaction of the platform through interaction design.First of all,the self-run platform of insurance intermediaries is taken as the research object.Through literature survey and field survey,the user group,product characteristics and demands are summarized,and the interaction design content is summarized according to the mainstream platform.Secondly,the purchase decision process of Internet insurance is studied from five dimensions of SICAS model,and the purchase decision concerns of Internet insurance platform users are obtained through interview and observation methods.Experts were invited to extract the purchase decision factors through heuristic evaluation,and the factors were corresponding to the five dimensions through card classification to construct the purchase decision model for users of the Internet insurance platform.Then,the factors in the model are matched with interaction design,and five interaction design strategies of sense,interest,communication,action and share are proposed.Finally,the thesis designs the Light Insurance Mall.Through the prototype test and the competitive product comparison test,it is verified that the platform design is better than the competitive product in promoting purchase and emotional satisfaction.The test results of the design practice verify the effectiveness of the interaction design strategy and enhance the user’s functional and emotional needs,thus further verifying the value of the research results of the interaction design of the Internet insurance platform based on the SICAS model.Through the study and extraction of the influencing factors of the purchase decision of the Internet insurance platform users,the purchase decision model is constructed to provide a basis for the proposal of interaction design strategy,meet the diversified needs of users,and thus enhance the competitiveness of the platform.There are 48 figures,21 tables and 84 references in this thesis. |
