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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

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

    • Skip Allums Usability Consulting
      skipallums.com
      skip.allums@gmail.com
      @skippr
    • (Competitive Analysisof insurance brands)
      Skip Allums Usability Consulting
    • Overview
      Accessibility & Interactivity
      Criteria
      The Playing Field
      What canyoulearnfrom this?
      Skip Allums Usability Consulting
    • Accessibility & Interactivity
      • “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.
      Skip Allums Usability Consulting
    • Criteria
      • Placement of insurance products
      • “Products” vs. “Solutions”
      • Functionality
      • Language
      • User segmentation
      • Branding
      • Calls to Action
      • Visual Design
      Skip Allums Usability Consulting
    • 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
    • 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
    • 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
    • Geico
      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
      Skip Allums Usability Consulting
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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