Ask experienced agents and few would disagree that home and homestead insurance is among the most complex insurance products. Arcane terminology, baffling terms and conditions, financial or emotional value of the property make selling home and homestead insurance a tricky business where great importance is still given to personal contact. All this makes online sales even more sensitive. Yet, despite much talk about customer centricity most insurance websites in the Czech Republic seem to be missing out what their clients actually feel, think and do.
ČSOB Pojíšt'ovna, one of the top Czech insurance providers, was facing alarmingly high number of clients leaving their otherwise much praised website and effectively ignoring a very competitive offer. We were invited to help them figure out the problem and suggest short-term and long-term solutions. The project was executed in October through November 2015 with participation and extraordinary contribution of the combined team of ČSOBP strategy consultants, researchers, product and digital marketing managers.
BEYOND THE MAP
The objective was to map the customer journey with the aim of improving the usability and overall experience of the designated web pages in order to drive conversion. Our first task was to discover the present critical areas of interaction and identify the pain points. In order to assure that the project rested on firm grounds, we relied on three different research techniques: mystery shopping, web analytics and ethnographic research with usability tests. All of them eventually returned very consistent results.
In this way, we were able to mutually support our own experience with quantitative data and qualitative reports, which enabled us to understand the reasons for the poor performance of the web site as well as the clients’ implicit needs and expectations. The research provided us with numerous insights which were then used during co-design workshops to come up with solutions concerning the improvement and refinement of various aspects of UX design, product features and brand communication.
A DIFFERENT KIND OF INSURANCE
Finally, we were able to brief the agency that authored the website with precise design requirements for three different concepts and test them with actual users. The repeated usability tests gave a clear winner - a completely different sort of web and perhaps - a different kind of insurance, too. While this exercise may have been eye-opening even for some experts, the point is that our approach enabled us to identify opportunity areas for potential disruption not only in terms of UX and UI design, but also in the domain of product and service innovation.