ASCE Coverage Assessment Tool

Background

In retail, they say 80% of your business comes from existing customers. But in insurance that's not exactly true. Most people get coverage and don't think about it again. But life changes fast, and it usually requires changes to your insurance policy as well. So how do you convince people who already have insurance that they might not have enough?

Challenge

We needed to create a tool that allowed us to ask as few questions as possible and still get a decent picture of their insurance portfolio. And then we needed to convince customers to use the survey. The more questions we ask, the better our picture will be. So where's the balance in getting the right information without making it difficult for our customers to complete?

Research

We did some research with various prototypes and surveyed a randomized test of people to have them fill it out. The results gave us a clearer picture of which questions we needed to ask, which ones we didn't, and which ones were likely to turn users off from completing the form. In the end, we had to look at the groups that completed the survey most consistently to find what worked. And look at those that didn't and ask why.

Design Goals

We wanted the design to be simple, but professional. We knew it had to follow our design system, and use components that already existed within our brand guidelines. We also needed it to be efficient and not overly designed—the customer base for this client is engineers and we've learned over the years that simple is better.

The Process.

Personas

62 Years old

Senior Engineer, Large Firm

Divorced, older children

Lives in Birmingham, AL

Frank Beck

Frank bought a policy through us almost 20 years ago and has never reviewed or changed the policy. Now that he's older and his kids are all adults, he may not need the same level of coverage he currently has.

But, Frank is also busy, and the cost of his policy isn't a burden. He needs messaging that spells out clearly why he should reassess his coverage, and how long the process will take. He prefers communication that is clear and direct.

Frank needs a lower life insurance policy, but could use some increased disability and hospital indemnity insurance now that he's older.

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Behavior Traits

Analytical

Likes to stay busy

Active

Wants & Needs

Simple explanations

Clear communication

Short application

Frustrations

Complicated forms

Vague language

Slow processes

Motivations

Staying active

His family

Retiring in 3 years

31 Years old

Engineer, small firm

Single

Lives in Philadelphia, PA

Drew Schneider

Drew has a master's degree in civil engineering and loves what he does. He makes decent money, but insurance is an afterthought because he's single without kids. He currently only has the insurance offered through his employer.

Drew needs a company to help him understand the importance of insurance, especially disability and income protection, without feeling like he's being sold to. He's very perceptive of pitches and doesn't like a sales person who feels inauthentic or pushy.

Drew needs an insurance policy that grows with him through all of his life changes. Drew hopes to get married and have kids within the next few years, and will need to update his life insurance as it goes along.

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Behavior Traits

Creative

Outgoing

Thinker

Wants & Needs

Simple explanations

Easy application process

To feel listened to

Frustrations

Gimmicky sales pitch

Inauthenticity

Feeling pressured

Motivations

Become a partner

Travel more

Start a family

User Journey and Wireframes

Once we had all of our pieces, we started building it out with mobile in mind. We started our preliminary round of layouts as mobile-only to start putting pieces from our sketches onto a screen. We created all the wireframes using Figma to help us prototype the entire user journey from start to finish without getting distracted by the design.