Research conducted for the Home Quote engine redesign

1. Customer Research

2. Research
Target
Customers

3. . - See more at: http://www.emarketer.com/Article/Insurance-Develops-New-Digital-Path-
Purchase/1010337#sthash.K0FKsvJJ.dpuf
Insurance is a relatively complex product for potential buyers to
understand. Digital channels are now an integral part of how consumers
research and get insurance quotes.
However, the process remains a multifaceted journey, where traditional
sources like agents and call centers are valuable.

4. Report
www.emarketer.com

5. 1. Initial engagement is key, expectation is high
and 1 in 5 will abandon if they have problems
. - See more at: http://www.emarketer.com/Article/Insurance-Develops-New-Digital-Path-
Purchase/1010337#sthash.K0FKsvJJ.dpuf

6. 2. Differentiate through a value proposition
and provide reasons to believe
. - See more at: http://www.emarketer.com/Article/Insurance-Develops-New-Digital-Path-
Purchase/1010337#sthash.K0FKsvJJ.dpuf

7. 3. Can customers easily contact the company?
. - See more at: http://www.emarketer.com/Article/Insurance-Develops-New-Digital-Path-
Purchase/1010337#sthash.K0FKsvJJ.dpuf

8. 18 to 35 age group are more demanding and are more likely to want:
tools that assist them in understanding which home insurance cover that is right for them.
the ability to view and manage their account online.
general information about home insurance
customer ratings and reviews.
http://www.smartinsights.com/marketplace-analysis/consumer-buying-behaviour/digital-sales-effectiveness-survey-for-the-uk-insurance-sector/

9. • Home insurance providers need to work harder to acquire first time customers
• This group 'Generation Y' are more demanding and expect more which gives a good indication of where the
industry needs to be playing in order to attract these younger customers.
• http://www.smartinsights.com/marketplace-analysis/consumer-buying-behaviour/digital-sales-effectiveness-survey-for-the-uk-insurance-sector/

10. Older customers still want easy to understand information
• Older consumers want easy to understand information and the ability to save a quote when they are
researching options.
• To optimize online conversion for this segment, insurance providers need to implement UX best practice to
provide simple attractive design which is utterly utilitarian in nature.

11. 4. The home insurance industry as a whole is particularly weak.
• Helping customers to evaluate the different home insurance policies for their needs.
• The poor performance across the online customer journey
• http://www.smartinsights.com/marketplace-analysis/consumer-buying-behaviour/digital-sales-effectiveness-survey-for-the-uk-insurance-sector/

12. Competitor analysis

13. UK MARKET

14. http://www.globalreviews.com/blog/the-influence-of-comparison-sites-in-the-
pathway-to-purchase-car-insurance/
Organic & paid key word search by domain. Research completed by Global Reviews in Q3 2014
UK Motor Insurance Brands DSE
UK Market Share

15. http://www.standard.co.uk/business/markets/market-report-aviva-tops-the-market-
as-traders-approve-of-its-choice-of-friends-10173040.html
Aviva shares, which have rallied 50% since Mark Wilson took over as chief executive at the start of last year ( 2013), jumped 11.5p to
566.75p.
Mark Wilson CEO is supported by shareholders
Driving Force

16. The insurance giant was due to complete its
£5.2 billion acquisition of rival Friends Life,
a deal that will create the UK’s leading
insurance, savings and asset-management
business by number of customers.
http://www.standard.co.uk/business/markets/market-report-aviva-tops-the-market-
as-traders-approve-of-its-choice-of-friends-10173040.html
Acquisition

17. Aviva is currently sponsor of the rugby union Premier League,
a four-year £20m deal signed in July.
http://www.marketingmagazine.co.uk/article/1036130/aviva-sponsor-video-on-
demand-rugby
Marketing

18. Marketing
Aviva use comedian Paul Whitehouse, he plays mostly
men his own age in a middle class setting
Which reflects the connection with Rugby.
They all have an aspect of aspiring lifestyle for couples age 50,
Holiday, hobbies etc.

19. US MARKET

20. 2009 US Marketing and Market Share

21. Flo is a fictional character appearing in more than 100
commercials for Progressive Insurance, beginning in 2008.
Portrayed by actress and comedian Stephanie Courtney, the
character has developed a fan base on social networks and
has become an iconic advertising mascot

22. When talking about Allstate's Mayhem campaign, Nina
Abnee gets right to the point. "We wanted to kick Flo's
ass.“
Progressive 's perky sales clerk character was
apparently getting under the skin of Allstate, the second-
largest auto insurer behind State Farm and a client
of Leo Burnett, where Ms. Abnee is exec VP. By 2009,
Allstate's market share had fallen two straight years to
10.5%, only slightly ahead of Geico (8.21%) and
Progressive (7.46%), according to the Insurance
Information Institute.
Geico's Gecko, Progressive's Flo Have Goaded Allstate, Others Into
Upping Marketing Ante

23. Research
UK US

24. Use of mascot
Branded Awareness
(ABC1)
Target audience
(C2)
Target audience

25. Outcomes:
Customers are used to having things their way. They understand ease of use,
With iPhones, Netflix, App store etc
Apples design philosophy is the leader in the market in what customers aspire to.
What is the next step is service?
Lets reflect what our customers aspire to be.
I don’t know if the Axa couple do that. Also they don’t help me understand who Axa is with home

26. Clear Home Page
Unclear quote
Easy to understandNot easy to understand

27. Clear quote
Unclear quote
Easy to understandNot easy to understand

28. Online tools that assist me to understand what cover is right for me
Ability to
save a
quote for
later
Lack of online tools that assist me to understand what cover is right for me
Lack of
ability to
save a
quote for
later

29. Ability to view and manage my account online
Lack of ability to view and manage my account online
Ability to
apply
online
Lack of
ability to
apply
online

30. General information about home insurance
Lack of general information about home insurance
Lack of
customer
ratings /
reviews
Customer
ratings /
reviews

31. Overall category map
Unclear quote
Easy to understandNot easy to understand

32. Overall category map
Unclear quote
Easy to understandNot easy to understand

33. Overall category map

34. Outcomes:
Aviva seems to have worked on understanding customers. Ease of use and sending a message.
The design of the site will most likely be updated soon as it shows its age.
I think that we need to understand what differentiates us? Is it our target customers? Is it offers?
I do not know if the Axa couple signifies whom I want to be with our home product.
Aviva wins due to being a huge part of Middle-Class life, Rugby & empty nest syndrome

35. Easy to digest
information
Simple design
Responsive to
the customers
needs