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Skip Allums: Usability Analysis of Insurance Brands
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Skip Allums: Usability Analysis of Insurance Brands

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High level analysis of insurance brands. …

High level analysis of insurance brands.

http://skipallums.com

Published in: Technology, Economy & Finance
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  • 1. Skip Allums Usability Consulting skipallums.com skip.allums@gmail.com @skippr
  • 2. (Competitive Analysis of insurance brands) Skip Allums Usability Consulting
  • 3. • Accessibility & Interactivity • Criteria • The Playing Field • What can you learn from this? Overview Skip Allums Usability Consulting
  • 4. Accessibility & Interactivity Skip Allums Usability Consulting • “Seniors fear technology” is a stereotype. • “The fastest growing group of new U.S. users on Facebook are 55-to-65 years old. Up 175% from Sept 30 2008 to Feb 1, 2009 – Fortune” • Similar growth can be found in recent years for Skype, Flickr, Twitter, etc. • Even AARP.org has zooming, mouse-guided carousel interactions. • There is a happy medium between the utilitarian and the abstract.
  • 5. Criteria • Placement of insurance products • “Products” vs. “Solutions” • Functionality • Language • User segmentation • Branding • Calls to Action • Visual Design Skip Allums Usability Consulting
  • 6. Overall Findings Skip Allums Usability Consulting • Trends toward image heavy designs as opposed to text-based. • The best sites funnel the user by offering clear self identification opportunities e.g. “I own a small business, I’m looking for commercial grade insurance” • The worst sites offer no direction or user path. Users aren’t sure where to start the process, or how to contact the company.
  • 7. Allstate Skip Allums Usability Consulting The Good • Quote process is given the most real estate • Accordion interaction allows users to quickly find an agent or access account • Carousel of solutions callouts, based on life stages The Bad • Copy is somewhat wordy. Gray text on white is hard to read.
  • 8. Esurance Skip Allums Usability Consulting The Good • Get A Quote is given highest priority, offering quotes for multiple products in one interaction The Bad • Tab labels are crowded. • Tabs aren’t actually “tabs” – each landing page has a different visual treatment & layout. • Dry. Very little brand voice, when compared to media campaigns
  • 9. Geico Skip Allums Usability Consulting The Good • Users can quickly get quotes for 13 different insurance products from the upper banner • Rotating lower banner tells brand story, calls out Geico solutions • Multiple account login options The Bad • Rollover menu is unwieldy • Visual treatment is busy – there’s a lot going on here
  • 10. MetLife Skip Allums Usability Consulting The Good • Offers two product recommender applications based on two ways that users look for insurance. Fits users’ mental model. • Highly functional accordion module, walks user through detailed tasks • Visual treatments for product offerings and audience groupings is consistent. The Bad • Products and Service module could be more interactive. Current treatment is bland.
  • 11. Nationwide Skip Allums Usability Consulting The Good • User conversion applications are given high priority • Modular. Callouts below the fold are interchangeable, to push timely initiatives • Offers a module of most frequent user tasks The Bad • Visual treatment makes tabs look like utilities, rather than site navigation • Business landing page does not reflect the same mood or tone.
  • 12. Progressive Skip Allums Usability Consulting The Good • Banner is simple, but multifunctional: get a quote, real-time customer quotes, find an agent. • Navigation labeled well, and is broken down by product type • Site branding is quirky & friendly -- copacetic with media campaigns • Social media efforts are highlighted The Bad • Text size is generally too small
  • 13. State Farm Skip Allums Usability Consulting The Good • Banner makes the homepage feel inviting and fun, but could be more functional. Auto quote is defaulted in the Quote module • Users are channeled quickly with enticing callouts to get quotes, find an agent, and contact the claim center The Bad • Business and banking offerings have completely unrelated treatments
  • 14. Virgin Money Skip Allums Usability Consulting The Good • Copy is straightforward, assuring, despite Virgin's “rock n roll” image • Callout trays slide up to reveal more content about each product offering • Translates well to Internet Explorer 6 The Bad • Landing pages for Insurance, Mortgages, etc is much less dynamic • Login/Register module is almost hidden
  • 15. • Global navs that employ pulldown interactions give users a preview of what lies under each category. • Quote modules can be maximized for different insurance products. • “Achievement” life goal metaphor can help the user self-identify and find appropriate solutions. • Opportunity for personalization, and guided processes. • Presence of brand voice. What can you offer, and what is your brand’s story? 15 What can you learn from this? Skip Allums Usability Consulting

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