Optimise the Life insurance journey to increase conversion rate and customers comprehension. 

Life insurance - Compare the market 

Cover Type Question - May 2023

Exploring more into life insurance led me to see that the terms 'level term' and 'decreasing' are industry standard and so when a customer purchases life insurance all their documents will have those terminology so i believed it was important to not change them but explain to the customer what they mean for future reference. As Comparethemarket pass customers to a provider I felt it was important that we matched those providers as the customer can change their cover type on the provider website so by altering the wording this could cause confusion.

I decided to use Userzoom to test the three variations, our current version (old), Go Compares version and my new design. I wanted to see what customers thought and how they understood the difference between the two cover types.

• Each prototype was tested in a qualitative format in its own study

• Participants selected had not purchased Life Insurance

• Participants were shown each prototype and asked to read the question through and talk
  through their understanding of the difference between the two cover types

• They were then asked a series of follow up questions to identify areas of uncertainty, confusion and why 

My design came up on top with customers finding it the easiest to understand the difference between the cover types, I also discovered that:

• As more participants clicked the ‘i’ rather than the link at the bottom of the question, it’s recommended this is used in the new design

• Explore the use of examples for users to be able to identify their circumstances against to help guide them to which cover would suit their needs  

After testing, I changed the tooltip to the 'i' instead of wording underneath the question as in the testing customers seemed to miss this and not open the extra information when they might have needed it. As this is going to be a muti-stage improvement the tooltip copy has stayed the same from testing but I will be looking to maybe add examples of different customers in the future as mentioned in the testing. This is currently working towards going live and performance to be monitored. 

Question Set Copy and Order - July 2023

To start, I ran a Userzoom unmoderated navigation test where 16 users where asked to go through the current live life insurance journey and answer the questions. The 16 parcipants where looking to purchase life insurance in the next 12 months. After reviewing all their videos as they where asked to talk - out-loud, I put a review together to go through with product manager and optimisation manager to review some difficult questions for users and the overall flow. 

From the research there where a few questions that we felt as team could be updated to make it clear to the customers. To get insights from the whole team and include the partnerships manager who has a lot of information about life insurance, I set up a work shop using Miro to come up with ideas for changes. This was a great way of quickly putting ideas together on a video call with every one bringing in their own insights or competitor reviews as I'd asked them to have a look before the workshop.After the workshop, I put the designs together and fine tuned the copy with our copy writer.

To determine how customers would group the questions, I launched a card sort with users being able to group the questions as they wished. This identified 2 clear groups; 'your information' & 'policy information' which within those could be divided into 4 smaller groups. The smoking question was often left on its own when users where grouping so this is a harder one to determine, having spoke with the team we felt it fitted better with personal details than policy. 

Designs which are going to be both A/B tested and Userzoom tested for qualitive and quantitive data.