Optimising the online insurance purchase journey using behavioural insights
After a period of rapid digital evolution, our client, a financial services provider, sought to understand the design principles needed to deliver digital experiences that match up to or exceed customer expectations in the general insurance category.
The online insurance purchase process often resembles a digitised paper form, lacking intuitiveness. To
address this, we applied a Behavioural Science Lens to analyse the
existing process and develop a set of Behavioural Experience Design
Guidelines.
TBA Approach.
Performed a thorough Friction & Experience Audit, encompassing the general insurance and finance categories, as well as best-in-class experiences from different industries. The audit assessed the entire consumer journey from exploration to purchase to identify opportunities for improvement and innovation.
Conducted a Behavioural Workshop with a group of insurance professionals covering product, marketing, CX, strategy and developers, where we explored insights from the Friction Audit to identify new opportunities.
Behavioural Insights, Interventions & Impact.
The general insurance category's straight-through processing journey shows a lot of room for improvement, particularly in areas such as ease, emotional engagement, and personalisation, where it performed less effectively compared to other categories.
The best experiences made the complex easy, through a combination of heuristics and straightforward language to shortcut understanding.
Great experiences feel reciprocal: By leveraging the information you provide to offer assistance, whether it's automating data entry or delivering genuinely valuable insights.