Helping Legal & General move beyond a quick quote and buy process by using Persuasive Design principles to build fun and intrigue
Online quote and buy journeys for buildings and contents insurance are formulaic and commonplace, making it difficult for insurance brands to differentiate themselves in a saturated market.
To create a quote and buy journey that offered something unique and differentiated without compromising usability and effectiveness.
Legal & General are one of the leading online buildings and content insurance businesses in the UK. Having already designed and launched one of the shortest online quote and buy journeys in the market, Legal & General were asking agencies to pitch and in particular were looking for alternative ways to engage customers and increase conversion both for direct customers and for those customers using aggregator pathways.
A comprehensive review of online insurance competitors revealed potential ways to shorten the question set itself but in the main our research reinforced that most quote and buy experiences were void of personality and informative content.
This passive approach allows customers to apply easily but doesn’t necessarily help them to make informed decisions, it doesn’t articulate the breadth and value of the product(s) on offer and it doesn’t deliver an experience in a memorable and shareable way.
To try and solve these problems we chose to focus on persuasive design principles and overall quality of detail and craftsmanship in the UI design. Utilising persuasive principles such as relevancy, social proof and salience combined with micro-interactions and timely animations our goal was to elevate the experience to one that is more intriguing and personal.
In addition to the above all of the design ideas proposed could be launched and tested with the existing journey framework that covers both direct and aggregator type journeys. This would minimise any negative impact on existing conversion rates whilst allowing Legal & General to iteratively test and launch features that actually add value.