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
