Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network


Skip Allums: Usability Analysis of Insurance Brands



High level analysis of insurance brands.

High level analysis of insurance brands.




Total Views
Views on SlideShare
Embed Views



2 Embeds 608

http://skipallums.com 605
http://www.google.com 3


Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Skip Allums: Usability Analysis of Insurance Brands Presentation Transcript

  • 1. Skip Allums Usability Consulting
  • 2. (Competitive Analysisof insurance brands)
    Skip Allums Usability Consulting
  • 3. Overview
    Accessibility & Interactivity
    The Playing Field
    What canyoulearnfrom this?
    Skip Allums Usability Consulting
  • 4. Accessibility & Interactivity
    • “Seniors fear technology” is a stereotype.
    • 5. “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”
    • 6. Similar growth can be found in recent years for Skype, Flickr, Twitter, etc.
    • 7. Even AARP.org has zooming, mouse-guided carousel interactions.
    • 8. There is a happy medium between the utilitarian and the abstract.
    Skip Allums Usability Consulting
  • 9. Criteria
    • Placement of insurance products
    • 10. “Products” vs. “Solutions”
    • 11. Functionality
    • 12. Language
    • 13. User segmentation
    • 14. Branding
    • 15. Calls to Action
    • 16. Visual Design
    Skip Allums Usability Consulting
  • 17. Overall Findings
    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.
    Skip Allums Usability Consulting
  • 18. Allstate
    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.
    Skip Allums Usability Consulting
  • 19. Esurance
    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
    Skip Allums Usability Consulting
  • 20. Geico
    The Good
    • Users can quickly get quotes for 13 different insurance products from the upper banner
    • 21. Rotating lower banner tells brand story, calls out Geico solutions
    • 22. Multiple account login options
    The Bad
    • Rollover menu is unwieldy
    • 23. Visual treatment is busy – there’s a lot going on here
    Skip Allums Usability Consulting
  • 24. MetLife
    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.
    Skip Allums Usability Consulting
  • 25. Nationwide
    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.
    Skip Allums Usability Consulting
  • 26. Progressive
    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
    Skip Allums Usability Consulting
  • 27. State Farm
    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
    Skip Allums Usability Consulting
  • 28. Virgin Money
    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
    Skip Allums Usability Consulting
  • 29. 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?
    What can you learn from this?
    Skip Allums Usability Consulting