How can insurers leverage design to give consumers a frictionless experience?

Insurance: we all need it but it’s a grudge purchase. Consumers generally seek it out only when they feel they absolutely *must*.

For too long now many insurance companies have managed to get away with providing a poor user experience, outdated design and incorrect tone of voice.

It's becoming clear that insurers of old must adapt to the needs of the next generation of customers or face new kids on the block stealing their place.

So how can design keep insurers ahead of the game? How can insurers leverage it to stand out from the crowd and keep their customers happy?

How insurers can learn and adapt

By creating simplified, mobile first websites and apps.

Just because your site works on a phone, doesn’t mean it’s mobile first.

Take the two websites below for example. Which one looks more like it was built for a small screen?

Out with the old and in with the new — Homelyfe offers a simple, uncluttered website to increase conversions on its website compared to Admiral.

Admiral may have the trust of being a fairly household name, but at this small viewpoint they still add irrelevant pictures and don’t understand the importance of clear calls to action and mobile first design.

Homelyfe on the other hand stresses simplicity and has a much less information dense home page. It shows you their app working on your phone, and implies this is a digital experience.

Using clearer calls to action

By removing all of the unnecessary wording and inputs, you can create a site that’s simple, minimal and draws the users eye to the prize, getting them started onto a quote. Which of these draws the eye more?

Revolut’s up front and easy to understand mobile insurance landing page vs simplesurance’s information dense front page.

Utilising mobile first experiences as a USP

Again, let’s use Homelyfe as an example — they advertise how easy it is to claim from a phone app, this isn’t something that you see a lot of in the insurance world at the moment but will really start to become more prevalent in the future. While at this point it’s a USP, ‘Mobile first’ will become the norm, just as it has started to in the fintech world — so InsurTech companies must keep up with the pace.

Homelyfe’s contents insurance app as advertised on their website. Which larger insurance companies are offering these kind of USPs? Not enough.

Concentrating on clear copywriting and design

One of the most overlooked aspects of websites and apps can often end up being one of the most important. Copywriting is essential in turning potential customers into paying customers.

Take Wrisk and Hiscox here for example. I can see with Wrisk what they offer and how they offer it to me but with Hiscox I’m left feeling confused by the messaging they are giving out, and I don’t know what to do next.

Wrisk’s colours make me feel calm and the messaging is straight forward and to the point, whereas with Hiscox the red makes me feel uneasy and the messaging is long and convoluted.

How Artificial can help

We believe that by making good design easily accessible to insurers their sales and renewals can reach new heights. That’s why at Artificial we’ve created our platform to provide customers with a mobile first solution to the coverage purchase experience.

We’ve built a product with a simple checkout and purchase flow as well as a frictionless after purchase experience — with access to claims and policies right on our websites and apps.