Auto Compara
Transform the business of comparing insurance prices and benefits into a 100% digital service platform, providing an innovative and simple experience for its customers.
Service
Client
Ux /Ui
Santander
Year
2020
Auto Seguros is a quotation platform that was born in "Bank x", by identifying the market's need to make comparative insurance quotations in a practical way and 100% online.
The service is not limited to the submission of quotes, but seeks to provide complete and practical assistance to customers who wish to take out insurance.
It is an insurance marketplace that seeks to change the relationship of customers with the consumption of this service, based on the simplicity of contracting, clear and easy language (without insurance) and a variety of products that serves all customers.
The context
The model that prevails in the insurance market can be described as one of heavy sales, with brokers dedicated to actively seeking out clients and convincing them that they have the best insurance, even in the midst of the digital age, where we find price comparison tools available. and empowered customers.
Challenge
Transform the business of comparing insurance prices and benefits into a 100% digital service platform, providing an innovative and simple experience for its customers.
Goals
We sought to build the product journey by focusing on the points of contact with the customer, we surveyed the steps leading up to conversion, thus creating a simple and intuitive flow to facilitate interaction with customers and teams, inviting them to respond to the questionnaires that generate the insurance quote. Creating a leaner journey helps to have an overall vision of the project, we are able to focus on specific points without losing the entire journey.
From that point we started wireframe production, in order to figure out how to build the most user friendly and succinct quoting process (3 questions). This was a major challenge for the project, quoting insurance requires a lot of data and verification with the insurer, and each insurer requires a different type of data as mandatory. Our client's desire was to transform a long form into just 3 questions, after several discoveries, dynamics and conversations with the bank, insurance companies and internal skiing we abandoned this idea. We decided to transform the three questions into three steps: Information about the car, user, and basic requirements of insurers. This is a very simple and effective usability move: you take a very long form and break it into parts, helping the user to focus on each step and the journey much less tiring.
Voice tone and microcopy
One of the pain elements mapped in the journey was the request for specific information about the vehicle, such as bonus class, chassis, car version and model. We understand that as an autonomous tool for contracting insurance, this type of information must be obtained fluidly, preventing the user searching on google where to find contractual and technical information about the car, we also want to avoid the "insurance" dialect, these are terms that are part of a broker's day-to-day, in an insurance quote done personally the broker would have to be willing to explain the terms and "safe" languages, but here in our case we need to focus on a language that is transparent and easy to understand. The tone of voice chosen was conversational, bringing a didactic, light and empathetic dialectic to the user, so we continue to focus on maintaining a less tiring journey.
In addition to the tone of voice of the entire product, we took care to bring descriptive tooltips and input captions when the subject orbited the universe of auto insurance, informing the user e thus avoiding a possible break in the journey.
Adapt to evolve. It is important to understand that not every project can necessarily follow the rules and good practices of ux or agile methodologies, we have to adapt to the current context of the client, company, and even economic moment.
Good communication is the solution to this, making the customer participate at certain points in the design and production of the product delivers value and brings a