In efforts to expand direct-to-consumer sales, the scope of this study was to examine and advise on the overall user experience of quoting personal auto and home insurance policies from several carriers and compare with our client, a leading P&C insurance carrier in the United States.
In a rapidly evolving marketplace, the factors that move the user to abandon a quote or purchase a policy are constantly evolving. To understand these factors in the Insurance industry context we compiled the top trends in UI/UX design established online application & long-form design criteria, and the essential online insurance quoting concepts. We assessed each carrier’s platform and determined how well each is presented and the user experience they provide. After our assessment, one aspect became clear: most carriers provide a similar experience, the differentiators rest in execution.
The improvements advised to our client rest in already well-implemented functionalities and concepts. We ensured that the UX/UI viewpoints mentioned to our client in this study not only optimize the user experience but can also help their bottom line. Additionally, along with following the best practices in form design & staying abreast on UX/UI trends, we placed a greater focus on further understanding & balancing with the rapidly changing user needs and wants.
Documented the known user purchase journeys and typical needs/wants/interactions. Noted the latest and lasting trends in UX/UI design, general online application & long-form UX/UI design, and & Finance specific UX/UI design. Communicated with Outside UX/UI practice Insurance experts.
Complete flow documentation of several carriers, including verbatim question notation, the web form field type per question, the UI stack(s) employed, noted differences between multiple state offerings, as well as discernable integration. For each carrier, we logged the average time to complete each section across different platforms.
Reconciliation and valuation of multiple carriers’ quote UX/UI data points. Chronicled UX/UI strengths & weaknesses. Advised client on both broad and detailed UX/UI concepts and opportunities for improvement.
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