Zurich Life Insurance
Zurich Life Insurance
Protect what matters most
Protect what matters most
OVERVIEW
OVERVIEW
Due to the high market competition and complex product options, the life insurance industry often leaves consumers feeling overwhelmed. To address this, Zurich Life Insurance decided to redesign their website to present their offerings more clearly, aiming to increase sales and strengthen their market position.
Due to the high market competition and complex product options, the life insurance industry often leaves consumers feeling overwhelmed. To address this, Zurich Life Insurance decided to redesign their website to present their offerings more clearly, aiming to increase sales and strengthen their market position.
| Role
UX/UI Designer:
User research
UI Design
Presenter
| Team
User Research Team
Ideation Team
Design Team
| Timeline
August 2024
| Tools
Figma
Figjam
| Role
UX Research
UX Design
UI Design
Presenter
| Team
User Research Team
Ideation Team
Design Team
| Timeline
August 2024
| Tools
Figma
THE PROBLEM
THE PROBLEM
Need for Life Insurance 101
Need for Life Insurance 101
Many potential customers, regardless of whether or not they currently have life insurance, find the concepts confusing, struggle with unclear terms, and face challenges navigating complex websites with insufficient resources.
Many potential customers, regardless of whether or not they currently have life insurance, find the concepts confusing, struggle with unclear terms, and face challenges navigating complex websites with insufficient resources.
RESEARCH
RESEARCH
METHODOLOGY
METHODOLOGY
Heuristic Evaluation
Heuristic Evaluation
11 Competitors
11 Competitors
User Interviews
User Interviews
7 Interviewees
7 Interviewees
Online Surveys
Online Surveys
40 Participants
40 Participants
Usability Testing
Usability Testing
3 Users
3 Users
Referring to Jakob Nielsen's 10 usability heuristics, we conducted a heuristic evaluation across 11 different competitors within the life insurance space.
The evaluation revealed competitors to be lacking in the following areas, and we identified this as an opportunity for Zurich.
Referring to Jakob Nielsen's 10 usability heuristics, we conducted a heuristic evaluation across 11 different competitors within the life insurance space.
The evaluation revealed competitors to be lacking in the following areas, and we identified this as an opportunity for Zurich.
HEURISTICS SUMMARY
HEURISTICS SUMMARY
HEURISTICS SUMMARY
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|
Lack of progress indicators
Lack of progress indicators
Lack of progress indicators
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Use of complex jargon
Use of complex jargon
Use of complex jargon
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Cluttered information
Cluttered information
Cluttered information
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|
Aids are not easily accessible
Aids are not easily accessible
Aids are not easily accessible
USER INTERVIEWS
USER INTERVIEWS
"I don't know anything about life insurance, so I would probably need to purchase via a financial advisor."
"I don't know anything about life insurance, so I would probably need to purchase via a financial advisor."
"What is the difference between buying direct and using a broker?"
"What is the difference between buying direct and using a broker?"
"It's only required if you have dependents."
"It's only required if you have dependents."
"I don't want to be manipulated. Make it easy to find policy details!"
"I don't want to be manipulated. Make it easy to find policy details!"
"I don't want reassurance from insurance brokers, I need facts."
"I don't want reassurance from insurance brokers, I need facts."
"I don't have much understanding of insurance language…"
"I don't have much understanding of insurance language…"
"I overly research independently now, because I don't want to be guided by customer service or veiled sales tactics."
"I overly research independently now, because I don't want to be guided by customer service or veiled sales tactics."
SURVEYS
SURVEYS
| Most respondents under the age of 35 have not considered life insurance.
Most respondents under the age of 35 have not considered life insurance.
| Users stated the ability to get personalised cover is highly important.
Users stated the ability to get personalised cover is highly important.
| 65% of respondents stated that price is the most important factor to consider.
65% of respondents stated that price is the most important factor to consider.
| 100% of respondents who have dependents also have life insurance
100% of respondents who have dependents also have life insurance
| 68% relied on someone else to help with research prior to purchase.
68% relied on someone else to help with research prior to purchase.
| 37% of single users have life insurance.
37% of single users have life insurance.
INITIAL USABILITY TESTING
INITIAL USABILITY TESTING
Navigation issues often lead to frustration
Navigation issues often lead to frustration
Unable to locate and use relevant tools
Unable to locate and use relevant tools
Finding support was difficult
Finding support was difficult
Overall findability rated 5/10
Overall findability rated 5/10
KEY INSIGHTS
KEY INSIGHTS
Education & Knowledge Gaps
Education & Knowledge Gaps
Life insurance is often overlooked by users under the age of 35, largely due to confusion. Offering clear, simplified resources like videos and simplified explanations could make them more likely to explore it
Life insurance is often overlooked by users under the age of 35, largely due to confusion. Offering clear, simplified resources like videos and simplified explanations could make them more likely to explore it
Simplicity & Transparency
Simplicity & Transparency
Transparency and simplicity are critical in influencing the consideration process. Users want a straightforward and simple explanation to simple questions.
Transparency and simplicity are critical in influencing the consideration process. Users want a straightforward and simple explanation to simple questions.
Transparency and simplicity are critical in influencing the consideration process. Users want a straightforward and simple explanation to simple questions.
Varied Perceptions & Misconceptions
Varied Perceptions & Misconceptions
Users’ perceived need for life or income insurance varies widely based on life stage, with those lacking dependents or significant assets often seeing little value in coverage.
Users’ perceived need for life or income insurance varies widely based on life stage, with those lacking dependents or significant assets often seeing little value in coverage.
Financial Concerns & Affordability
Financial Concerns & Affordability
Price is a major factor in decision-making, with many users preferring the most basic coverage to avoid unnecessary expenses. Affordability is crucial, especially for those with financial constraints.
Price is a major factor in decision-making, with many users preferring the most basic coverage to avoid unnecessary expenses. Affordability is crucial, especially for those with financial constraints.
Price is a major factor in decision-making, with many users preferring the most basic coverage to avoid unnecessary expenses. Affordability is crucial, especially for those with financial constraints.
HMW
HMW
Build customer trust and confidence by enhancing transparency, leveraging reviews, and showcasing credibility?
Build customer trust and confidence by enhancing transparency, leveraging reviews, and showcasing credibility?
Build customer trust and confidence by enhancing transparency, leveraging reviews, and showcasing credibility?
Make information clear, accessible, and personalised to help customers make informed decisions without confusion?
Make information clear, accessible, and personalised to help customers make informed decisions without confusion?
Make information clear, accessible, and personalised to help customers make informed decisions without confusion?
Improve website navigation to make finding information easier and more engaging?
Improve website navigation to make finding information easier and more engaging?
Improve website navigation to make finding information easier and more engaging?
SYNTHESIZE
SYNTHESIZE
USER PERSONAS
USER PERSONAS
After we synthesized all the data and insights onto an affinity map and an empathy map, we carefully crafted 4 unique user personas to help the client empathise with their prospective users.
After we synthesized all the data and insights onto an affinity map and an empathy map, we carefully crafted 4 unique user personas to help the client empathise with their prospective users.
USER JOURNEY
USER JOURNEY
A user journey map was also created to further enable us to empathise with the prospective users.
A user journey map was also created to further enable us to empathise with the prospective users.
DESIGN
DESIGN
SIMPLIFIED DESIGN
SIMPLIFIED DESIGN
We simplified the overall design of 3 of the main pages while ensuring that consistent fonts, font sizes, spacing, and margins were being used throughout.
The re-designed pages also feature a fresh look and feel, containing interactive elements and a fun but intuitive design language.
We simplified the overall design of 3 of the main pages while ensuring that consistent fonts, font sizes, spacing, and margins were being used throughout.
The re-designed pages also feature a fresh look and feel, containing interactive elements and a fun but intuitive design language.
IMPROVED NAVIGATION
IMPROVED NAVIGATION
Improved navigation bar with clear headings based on who you are as a customer.
The get a quote, search function, profile, and FAQ page shortcut is also included on the nav bar for easy access.
Improved navigation bar with clear headings based on who you are as a customer.
The get a quote, search function, profile, and FAQ page shortcut is also included on the nav bar for easy access.
PERSONALISED COVER TOOL
PERSONALISED COVER TOOL
A personalised cover tool that leads to a simple product comparison page is able to instantly assist users and direct them to relevant product pages via the CTAs available on each summarised product capsule.
A personalised cover tool that leads to a simple product comparison page is able to instantly assist users and direct them to relevant product pages via the CTAs available on each summarised product capsule.
AI CHATBOT
AI CHATBOT
The Zuribot is an AI-powered chatbot that is available site-wide to assist users with any basic queries. This addresses the users' pain points of having to get in touch with a team member via call or email.
Users can now find answers to their question swiftly without having to sift through dozens documentation.
The Zuribot is an AI-powered chatbot that is available site-wide to assist users with any basic queries. This addresses the users' pain points of having to get in touch with a team member via call or email.
Users can now find answers to their question swiftly without having to sift through dozens documentation.
INTERACTIVE POLICY PAGE
INTERACTIVE POLICY PAGE
This page addresses the global need for simplicity and transparency. Users are able to obtain clear and concise information in an engaging manner, with a flow that naturally leads to the path of conversion.
This page addresses the global need for simplicity and transparency. Users are able to obtain clear and concise information in an engaging manner, with a flow that naturally leads to the path of conversion.
FINAL USABILITY TESTING RESULTS
FINAL USABILITY TESTING RESULTS
To conclude the sprint, we conducted a final usability test session with users who participated in the initial usability test during the research phase.
To conclude the sprint, we conducted a final usability test session with users who participated in the initial usability test during the research phase.
Locating the life insurance product page reduced from 50 seconds to 15 seconds
Locating the life insurance product page reduced from 50 seconds to 15 seconds
Locating the life insurance product page reduced from 50 seconds to 15 seconds
Able to compare products within 20-30 seconds, where previously wasn't able to complete
Able to compare products within 20-30 seconds, where previously wasn't able to complete
Able to compare products within 20-30 seconds, where previously wasn't able to complete
Overall findability rated 7.5/10
Overall findability rated 7.5/10
Overall findability rated 7.5/10