RSA wanted to help their customers make sure they understand and choose the right cover for their pets needs.
RSA wanted to help their customers make sure they understand and choose the right cover for their pets needs.
To do this customers need to understand technical terminology like 'condition limits' and 'annual limits' as well as the benefits related to their product choices to avoid confusion and choice paralysis.
We ran series of design sprints to find ways to help those customers that find it difficult to understand and compare the MoreThan products.
Uplift in customers choosing high levels of cover
186% increase in conversion rates and 68% reduction in bounce rates
Goals
Solutions that suit customers arriving from direct or aggregators and simplifies the customer experience for both
Make sure regulators pass any changes and meet any technical limitations
Helps the business to attract new customers, retain current ones while ensuring customers understand what they are purchasing
Design Sprints
1: Choosing cover level
Hypotheses:
We believe the new questions’ simpler language style will help the customer choose the right product
We believe talking about “a pot of money” will resonate well with customers and help them to see insurance in a new way. Reframing “limits” as a positive form of help from the insurer, rather than a negative boundary set by the insurer
Final component design:
2: Selecting limits
Hypotheses:
We believe the information on treatment cost helps a customer choose a level of cover that’s suitable for them and their risk appetite
We believe customers will be able to read and understand the visual on treatment costs
We believe customers understand that they may have to self-fund for some treatments
We believe context of the price will help customers understand the relationship between cover and premium
Final component design:
3: Policy summary
Hypotheses:
We believe the information presented will reassure customers that they have chosen the right product
We believe customers will prefer to be triaged to a single product rather than a comparison table of tiered products and this will increase conversion
We believe that talking about the policy from the pet’s point of view will positively resonate with users. Causing them to think about the correct cover level, rather than just price
Testing with customers
““This is informative. It’s good. This increases my confidence level that £6k is the right cover.””
““I now really like the term ‘pot of money’. It feels good to be taken down a path to a single product.””