A focused approach
The project kicked off with a series of focus groups with members of the self-directed insurance market. These groups helped us learn more about customers’ expectations and experiences when visiting aggregator websites and choosing between brands. We identified three user types, each with different levels of financial literacy. Across these groups, a dichotomy emerged: some users visited websites like Lifebroker expecting a content-rich information hub, while others wanted a quick, easy, and action-oriented experience.
It’s all about the journey
Armed with insights, our Strategy and Design teams got to work mapping out detailed customer journeys for each group. Our goal was to implement a user-centred design that surfaced personalised information, and lead visitors through the site’s content and tools via custom pathways matched to each group’s preferences and needs.
Our customer conversations made clear that for this website to be successful, it had to be structured in a way that not only prompted an intuitive understanding of Lifebroker’s product offerings and incorporated clear calls to action, but also communicated the business’s credibility and accessibility. For this reason, we split Lifebroker’s website into two: an educational component bursting with SEO content, and a conversion-focussed segment with at-a-glance product information and quick paths to core features like on-site assistance, calculators, and the popular insurance comparison tool.
With our customer journeys top of mind, we moved ahead with integrating custom pathways throughout the website. For example, users can now choose between receiving a ‘Quick Quote’ or an in-depth overview of the benefits and features of each insurance product. Options like these not only educate, but also empower users to make an informed decision.
We also learned early on that all three user groups agreed the topic of insurance—particularly life insurance—can be complicated and confusing. To protect against these perceptions, we developed ways to present the product offering in an interactive way (making use of interactive tools and tables, for example), and enhanced Lifebroker’s approachability with conversational content and playful, vibrant illustrations.