Insurance instinctively feels old. It’s as though, the fast-moving parts of the digital age can’t seem to permeate its an archaic blueprint. Sure enough, it looks and feels that way too. One look at the spasm of choices to avail insurance online will leave you feeling dull and permanently bored. Consumers often don’t buy insurance, (even when they need it) because they are turned off by the complexity involved in understanding the product itself, and in the way, it is typically packaged & sold.
In the Internet 2.0 era, users switch lightning quick between a dozen websites in tandem. The insurance industry, like most, is largely affected by the seeming lack of leverage they have in understanding what appeals to the consumer’s buying nature, instincts and experience.
The power of ‘choice’ lies in the hands of the insured, while the ability to ‘influence’ choice is a matter of design thinking. So if a user doesn’t get the price, product, service, communication and/or experience — they quickly move on.
Insurers need next-gen customer engagement solutions that enable them to deliver the right interaction or experience at every customer touchpoint across the lifecycle, in order to maximize real customer lifetime value.
A detailed UX audit reveals many lacklustre areas in traditional insurance websites. In my experience (from having perfor