Key Lime Interactive's Auto Insurance Competitive Review Slide Deck

Auto Insurance Mobile Competitive Review | Confidential | Page 1
Auto Insurance Mobile Competitive Review
May 2011

About Key Lime Interactive
• Experienced market research and usability
professionals
- Over 12 years of consulting experience
testing Internet 500 websites and providing
actionable results
- Most consultants have Masters in Human-
Computer Interaction, Psychology, Industry
Engineering or related field
• Cross-Industry Expertise
- Ability to scorecard against competition
- Ability to suggest cross-industry
recommendations to improve ease of use
• Independent Third Party
- Impartial with no-hidden agenda
- Ability to work with business team and
developers to “get everyone onboard”
Customer Experience
Management
Lab
Testing
Expert
Reviews
Focus
Groups
Remote
Usability
Testing

• Complete listing of overall rankings
• Detailed scoring breakdown of all capabilities and features reviewed
• Complete list of best-in-class features
• Comparative list of current mobile capabilities available on each mobile app
• Detailed descriptions of how users can complete tasks on the mobile device
(e.g., file a claim, get a quote, etc.)
• User feedback collected about feature preferences
Full Report Includes

Introductions
Rebeca Lergier
Sr. Director of User Research
at Key Lime Interactive
Eugenio Santiago
Director of User Research
at Key Lime Interactive

• Methodology
• Mobile Landscape
• Findings (who did it best & why)
• Opportunities
• Questions and Comments
Overview

• We conducted a competitive review of the Top four (4) auto insurance companies in the U.S.: State
Farm, Allstate, GEICO, and Progressive, and their respective mobile sites and applications. The
following is a summary of the key findings.
• Each mobile property (mobile site, iPhone App, Android App) was compared against a list of
standard auto insurance tasks to assess their capabilities and features. Although multiple mobile
apps* exist for each company, KLI focused only on comparing the primary auto insurance mobile
apps:
- Allstate® Mobile
- GEICO GloveBox
- Progressive
- State Farm Pocket Agent™
• After evaluating each mobile property’s capabilities, we compared and ranked each feature to
determine which auto insurance company was providing the best experience to its customers. User
feedback was incorporated to understand the importance and preference of each feature, while
current user ratings for each mobile app were included to weigh the real world perceptions. All of
these elements were combined to determine an overall score and ranking.
Overview

Mobile Properties Tested
Mobile
Sites
Mobile
Apps

Mobile Properties Tested
A recent survey of cell phone users shows Google’s Android is continuing to gobble up market share.
The latest comScore MobiLens survey aims to measure trends in the U.S. mobile phone industry by
polling more than 30,000 users.
Thomas, K. (2011) Android Continues to Win at Blackberry's Expense [online] Available at:
http://www.pcworld.com/article/227383/android_continues_to_win_at_blackberrys_expense.html [Accessed: 9th May 2011]

As the number of smartphone users continues to
increase in the U.S., there is a growing need to
solidify a foothold within the mobile app landscape.
According to a new survey from Nielsen1, 36% of
U.S. mobile consumers now own smartphones, and
Apple’s iPhone and Google Android-powered
handsets account for 74% of mobile app
downloaders.
Mobile Landscape
1nielsenwire (2011) Consumers and Mobile Apps in
the U.S.: All About Android and Apple iOS,[online]
Available at:
http://blog.nielsen.com/nielsenwire/online_mobile/co
nsumers-and-mobile-apps-in-the-u-s-all-about-
android-and-apple-ios/ [Accessed: 28th Apr 2011]

State Farm Pocket Agent™ (Android, iOS)
• Current policyholders are able to complete the following tasks
using the mobile app:
- Make a payment
- Submit a claim (including location, vehicle damage, photos)
- Access your agent’s contact info and send them an email
- View insurance card and other policy details
• Non-customers can also benefit from this mobile app to:
- Find an agent (using GPS or inputted address)
- Find a repair facility (using GPS or inputted address)
- Document accident information and accident support
- Find a rental car, taxi, hotel, locksmith, closest gas stations
and/or towing (using GPS or inputted zip code)
• Overall, the State Farm Pocket AgentTM is a good mobile app
with best-in-class features (viewable policy info, document an
accident), however, the inability for users to obtain an auto quote
keeps it from being the top performer.
Mobile App Summary – State Farm

Allstate® Mobile (Android, Blackberry, iOS)
• Current policyholders are able to complete the following tasks
using the mobile app:
- Make a payment
- Start a claim (including photos)
- Contact your agent
- View and email your insurance card and other policy details
- Obtain a ballpark quote
- Find an agent (using GPS, inputted zip code, or name)
- Input accident details (including 1 click access to 911 if
injuries occurred)
- View an accident checklist
• Overall, Allstate® Mobile is a good mobile app with best-in-class
features (obtain an auto quote, find an agent), however, the
inability to contact Roadside Assistance and locate services on
the go (gas stations, taxi ,etc.) keep it from being the overall best-
in-class mobile app.
Mobile App Summary – Allstate

GEICO GloveBox (Android, Blackberry, iOS,
Windows Phone 7)
• Current policyholders are able to complete the following
tasks using the mobile app:
- Make a payment
- View claims
- View their current insurance card and other policy
details (including driver and vehicle info)
- View and update contact information
- Enroll in Text Alerts (News)
- Obtain a quote
- Gather and record accident details including photos
- Find a rental car, taxi, gas station, towing service to
your location
- Access fun features (e.g., Caveman Photo Crasher
[iOS], Social Media [Android], GEICO commercials)
- Find your dream car using GEICO’s Car Buying
Service
• Overall, the GEICO GloveBox is a capability rich mobile app
with best-in-class features (bill pay, contact roadside
assistance), as well as the only mobile app that has social
media integration (Android only).
Mobile App Summary – GEICO

Progressive (Android, iOS)
• Current policyholders are able to complete the following
tasks using the mobile app:
- Make a payment
- Submit a claim (including photos)
- Find a service center
- View their current insurance card and other policy
details
- Obtain a quote
- Find a local agent (GPS or inputted zip code)
- Compare vehicle safety information (e.g., crash
test ratings, vehicle recalls)
- Compare what vehicles are least expensive to
insure
- Watch the latest Progressive commercials
• Overall, the Progressive iPhone app is capability rich
and its consistency overall makes it the top ranked
iPhone app.
Mobile App Summary – GEICO

When shopping for car insurance, 69% of users indicated they would prefer to "Get a ball park
number for a quote without having to enter 'credit' (e.g., SS#) information" vs. "an exact number
for a quote even if they have to enter 'credit' (e.g., SS#) information".
Importance of Features
Based on responses of 5 to: “When thinking about a mobile app to manage your car insurance policy, on a scale from 1 – 5 where 5 is “absolutely must have”, and
1 is “don’t need it”, please rate the following:”
Desired Features
Tier 1
• Ability to enter detailed accident information (photos, scene details, date, etc.)
• Ability to view policy information (e.g., insurance card)
• Ability to submit bill payment
• Ability to receive an auto quote WITHOUT the need to supply SS#
Tier 2
• Shows payment history
• Provides discount information on your policy
• Ability to edit personal and policy information
- Home address
- Add/Remove vehicles
- Add/Remove drivers
- Change coverage
Tier 3 • Links to social media (e.g., Facebook, Twitter, etc.)

Overall, the aggregate scores for State Farm, Allstate, GEICO, and Progressive were close. However,
State Farm ranked the highest overall with its Best-in-class mobile site.
• The State Farm mobile site outperformed its competitors, missing a perfect capabilities score by
only 2 points.
• The State Farm mobile apps rank comparatively lower than the competition due to the app’s
inability to provide users with an auto quote.
• Despite its lower mobile app ranking, the State Farm Pocket AgentTM records 2 Best-in-class
mobile app features (Accident Details and Viewing Policy Information).
Executive Summary
RANK OVERALL MOBILE SITE IPHONE APP ANDROID APP
1 State Farm 68% State Farm 81% Progressive 71% Allstate 68%
2 Progressive 67% Progressive 70% GEICO 67% GEICO 67%
3 Allstate 66% Allstate 69% Allstate 62% State Farm 61%
4 GEICO 64% GEICO 56% State Farm 61% Progressive 61%
Complete scoring breakdown available
with full report purchase

Dependent on how valuable the missing features are in the industry.
Key features drive usage.
• Differentiator: User cannot submit a bill payment on their mobile device
$ Retention of existing customer base
$ Potential marketing threat
• Differentiator: User cannot enter accident information
$ Company must employ more agents to manage over the phone claim
$ ROI for mobile presence is not optimal
• Differentiator: User cannot get a quote, easily and with accuracy
$ Opportunity cost
$ Potential marketing threat
• Differentiator: Technical Issues/Crashing
$ Opportunity cost: App/Site abandonment.
$ Opportunity cost: Cross selling.
What does a 1% difference cost you?

Scorecards and Rankings

Mobile Site State Farm Allstate Progressive GEICO
Do they have a mobile site?    
Is the layout optimized for mobile?    
Does a link to the full site exist?    
Can you get an auto quote online?  -  
Does the quote ask for SS#? - -  
Does the site provide multiple quote
estimates?
 -  -
Does the site have a ‘Call for Quote’
button?
 -  
Can you pay your bill?    
Can you access your policy information?    
Can you start a claim without calling?   - -
Can you locate/contact a local agent?    -
Does the site have videos? -  - 
Do links to social media exist? -  - 
Can you use the site without logging in?    
Complete scoring breakdown available with full report purchase
State Farm’s mobile site finishes with the highest capabilities score, missing a perfect score by 2.
Allstate’s mobile site also performs well but does not provide users the ability to get an auto quote.
Capabilities Scorecard – Mobile Site

State Farm’s FastEstimateTM feature and its overall consistency makes their mobile site
the highest ranked among the four companies.
Feature Rankings – Mobile Site
Mobile Site State Farm Progressive Allstate GEICO
Is the layout optimized for mobile? ✪✪✪ ✪ ✪✪✪✪ ✪✪
Can you get an auto quote online? ✪✪✪✪ ✪✪✪ - ✪✪
Does the quote ask for SS#? ✪✪✪✪ ✪✪✪ - ✪✪
Does the site provide multiple quote
estimates?
✪✪✪✪ ✪✪✪ - -
Does the site have a ‘Call for Quote’
button?
✪✪✪✪ ✪✪✪ ✪✪ ✪
Can you pay your bill? ✪ ✪✪✪✪ ✪✪ ✪✪✪
Can you access your policy information? ✪ ✪✪✪✪ ✪✪ ✪✪✪
Can you start a claim? ✪✪✪ ✪✪ ✪✪✪✪ ✪✪
Can you locate/contact a local agent? ✪✪✪ ✪✪ ✪✪✪✪ ✪
Does the site have videos? - - ✪✪✪✪ ✪✪✪
Do links to social media exist? - - ✪✪✪✪ ✪✪✪
Amount of content ✪✪✪✪ ✪✪ ✪✪✪ ✪
Complete scoring breakdown
available with full report
purchase

Best-in-class Features: Mobile Site

State Farm (m.statefarm.com)
The State Farm mobile site provides users with an auto quote estimate in about 10 steps without the need to enter
personal information other than address. Users are taken through the process, shown a summary of their responses
then presented with 3 estimates, including a breakdown of the coverage, to choose from. The initial link to begin the
quote process is not as easy to find though.
Best-in-class – Get a Quote

Progressive (mobile.progressive.com)
The Progressive mobile site allows policyholders to view an electronic version of their ID card (policy #, insured,
effective dates, address, vehicles), tips and a number to call to report a claim [back of card], and the ability to view the
coverage they currently receive with their auto insurance.
Best-in-class – Viewing Policy Details

Allstate (m.allstate.com)
The Allstate mobile site allows policyholders a simple 3 step process where they can input some general details about
the claim (e.g., date, time, cause of incident, etc.), confirm the information they inputted, and submit the claim directly
from their mobile device.
Best-in-class – File a Claim

Mobile App - Android GEICO Progressive Allstate State Farm
Do they have a mobile app?    
Can you get an auto quote online?    -
Does the quote ask for SS#?   - -
Does the app provide multiple quote
estimates?
-   -
Can you document accident details?    
Can you locate/contact an agent?    
Can you contact Roadside Assistance?   - 
Can you find amenities (gas, hotel, tow truck,
etc.) while ‘on the road’?
 - - 
Does the app use location based services to
identify your location?
   
Does the app have videos?   - -
Do links to social media exist? -  - -
GEICO’s GloveBox app on the Android OS ranks highest with its long list of capabilities, including links
to social media.
Capabilities Scorecard – Android App

Mobile App - Android Allstate GEICO State Farm Progressive
Existing user ratings (current version) ✪✪✪✪ ✪✪ ✪✪✪ ✪
Can you pay your bill? ✪✪✪ ✪✪✪✪ ✪ ✪✪
Can you access your policy information? ✪✪ ✪✪✪ ✪✪✪✪ ✪
Can you locate YOUR agent? ✪✪✪ - ✪✪✪✪ -
Can you get an auto quote online? ✪✪✪✪ ✪✪ - ✪✪✪
Does the quote ask for SS#? ✪✪✪✪ ✪✪ - ✪✪✪
Does the app provide multiple quote estimates? ✪✪✪ - - ✪✪✪✪
Can you document accident details? ✪ ✪✪ ✪✪✪✪ ✪✪✪
Can you locate/contact an agent? ✪✪✪✪ ✪ ✪✪✪ ✪✪
Can you contact Roadside Assistance? - ✪✪✪✪ ✪✪✪ ✪✪
- ✪✪✪ ✪✪✪✪ ✪✪
Does the app have videos? - ✪✪✪✪ - ✪✪✪
Do links to social media exist? - ✪✪✪✪ - -
Complete scoring breakdown
available with full report
purchase
Allstate® Mobile’s best-in-class Auto quote feature and high user ratings drive its top ranking.
Feature Rankings – Android App

Mobile App - iOS GEICO Progressive Allstate State Farm
Do they have a mobile app?    
Can you get an auto quote online?    -
Does the quote ask for SS#?   - -
estimates?
-   -
Can you document accident details?    
Can you locate/contact an agent?    
Can you contact Roadside Assistance?   - 
 - - 
Does the app use location based services to
identify your location?
   
Does the app have videos?   - -
Do links to social media exist? - - - -
GEICO and Progressive tied with the highest capabilities scores for the iPhone app.
Capabilities Scorecard – iOS App

Mobile App - iOS Progressive GEICO Allstate State Farm
Existing user ratings (current version) ✪✪ ✪✪✪✪ ✪ ✪✪✪
Can you pay your bill? ✪✪ ✪✪✪✪ ✪ ✪✪✪
Can you access your policy information? ✪✪✪ ✪✪ ✪ ✪✪✪✪
Can you locate YOUR agent? - - ✪✪✪ ✪✪✪✪
Can you get an auto quote online? ✪✪✪ ✪✪ ✪✪✪✪ -
Does the quote ask for SS#? ✪✪✪ ✪✪ ✪✪✪✪ -
estimates?
✪✪✪✪ - ✪✪✪ -
Can you document accident details? ✪✪✪ ✪✪ ✪ ✪✪✪✪
Can you locate/contact an agent? ✪✪ ✪ ✪✪✪✪ ✪✪✪
Can you contact Roadside Assistance? ✪✪✪ ✪✪✪✪ - ✪✪
✪✪ ✪✪✪ - ✪✪✪✪
Does the app have videos? ✪✪✪ ✪✪✪✪ - -
Do links to social media exist? - - - -
Complete scoring
breakdown available
with full report
purchase
Progressive’s best-in-class estimates provided and its consistency in all other feature rankings has it at
the top of the list.
Feature Rankings – iOS App

Best-in-class Features: Mobile Apps

Allstate® Mobile (Android, Blackberry, iOS)
Allstate® Mobile’s Get a Quote feature allows users to obtain an auto quote directly from within their mobile app. Users
are able to obtain a quote in about 10 steps and without the need to divulge any personal information (e.g., SS#, name,
address, email address, DoB). Prior to presenting users with the quote, the app also does an excellent job of
summarizing the information inputted and provides them with 3 estimates to choose from.
Best-in-class – Get a Quote

Progressive (Android, iOS)
Although both the Progressive mobile app and the Allstate® Mobile app provide users with multiple quotes when they
complete the process, Progressive received higher marks for its presentation of the 3 quotes and their respective policy
details as well as the option to Name Your Price.
Best-in-class – # of Quotes Given
vs. vs.

The State Farm Pocket Agent™ gives users access to a robust tool allowing them to make note of every detail that
pertains to an auto accident. Users are able to enter the date, incident location, type of accident (from pre-existing list),
as well as capture photos (up to 4), visually indicate the damage sustained, draw the accident scene, and even speak
the details of the accident (using the phone’s microphone). Users are able to input all of this critical information and
have the ability to not only add their personal policy information to this list, but more importantly are able to submit a
claim directly from their mobile device when ready.
Best-in-class – Accident Details

GEICO GloveBox (Android, Blackberry, iOS, Windows Phone 7)
The Bill Pay process on the GEICO GloveBox mobile app is very straightforward. Within 4 clicks customers are able to
submit a payment. The app’s ability to choose various payment methods as well as pay the amount due or the
remaining balance are features that add to the convenience of the process.
Best-in-class – Pay Your Bill
Android version iOS version

When it comes to viewing you policy information on a mobile app, the State Farm Pocket AgentTM ranks highest with its
easy access to the information (2 clicks) in addition to its breadth of policy information available to the customer.
• Premium cost
• List of insured
• Effective dates
• Policy number
• Vehicle information
• VIN
• Agent information
• Coverage details*
Best-in-class – Viewing Policy Details

 Based on responses of 5 to: “When thinking about a mobile app to manage your car insurance policy, on a scale from 1 – 5 where 5 is “absolutely must have”,
and 1 is “don’t need it”, please rate the following:”
Importance of Features
Desired Features
Tier 1
• Ability to enter detailed accident information (photos, scene details, date, etc.)
• Ability to view policy information (e.g., insurance card)
• Ability to submit bill payment
• Ability to receive an auto quote WITHOUT the need to supply SS#
Tier 2
• Shows payment history
• Provides discount information on your policy
• Ability to edit personal and policy information
- Home address
- Add/Remove vehicles
- Add/Remove drivers
- Change coverage
Tier 3 • Links to social media (e.g., Facebook, Twitter, etc.)

We asked users what they can do today on their car insurance provider’s website that would be
important to be able to do from the mobile app. Here are the top 7 ranked in order of importance to
them that are currently missing from ALL mobile apps we evaluated:
TOP 3
1. View discount information on the policy
2. Edit home address
3. View historical payment information
Opportunities – What is missing but important to users?
Historical information on GEICO’s websiteDiscounts information on Progressive’s website

4 more…
4. Add/Remove a vehicle
5. Edit payment plan
6. Edit coverage
7. Add/Remove driver
Opportunities – What is missing but important to users?
Make changes to Policy in Allstate’s websiteAdd a driver in State Farm’s website

3901 NW 79 Ave, STE 252
Doral, FL 33166
Ph (305) 809-0555
Eugene Santiago
Rebeca Lergier
Jennifer Knodler
sales@keylimeinteractive.com
Thank You

Appendix

# Application Name
Insurance
Company
Platforms Capabilities
Evaluated
by KLI
1 Allstate®
Mobile All State
Android, Blackberry,
iPhone, iPod Touch, iPad
Pay your bill, Access you policy, File/View claim information, Get a quote, Record
accident details, Locate an agent, Accident checklist 
2 Allstate®
Digital Locker All State iPhone, iPod Touch, iPad
Create a home inventory. Archive and catalog your belongings. Create lists and take
photos 
3
Good Hands℠ Roadside
Assistance
All State
Pay as you go roadside help to anyone, even non-customers 
4 Motor Club All State iPhone, iPod Touch, iPad Quickly and easily request roadside assistance sent to your location 
5 Tag In by Allstate™ All State
iPhone
Message keeper with location to send to friends and family. Can text one person or
group 
6 What's Your Life Worth All State iPhone, iPod Touch, iPad Determine the economic value of various aspects of your life using this calculator 
7 GloveBox GEICO
iPhone, iPod Touch,
iPad, Windows Phone 7
Pay your bill, View claims, Get a quote, Access driver and vehicle information, Update
contact info, enroll in Text Alerts (News), Gather and record accident details, Locate
taxi/rental cars, Roadside service, Access videos and social media, Games, Access
GEICO Privileges, GEICO's Car Buying Service

8 GEICO Arcade GEICO
Android, iPhone, iPod
Touch, iPad
Play GEICO Gecko Baseball. More games to come 
9 Leave Card GEICO
Federal Employees can track their leave time 
10 SnapQuote GEICO iPhone, iPod Touch, iPad
Get quote for 1 car and 1 driver by taking pic of driver's license and answering a few
questions 
11 Progressive Progressive
Touch, iPad
Pay your bill, Submit a claim, Find service center, View insurance ID card, Get a quote,
Find local agent, Compare vehicles by viewing safety information and see which is less
expensive to insure, Roadside assistance, Collect accident details, Safety tips and
how-to's, Watch commercials

12 Flo-isms Progressive
Touch, iPad
Allows you to listen to sayings from Flo 
13 Progressive Art Progressive iPhone, iPod Touch, iPad
Allows to explore a diverse selection of works from Progressive's contemporary art
collection. Artist information included 
14 Route-Rageous Progressive iPhone, iPod Touch, iPad Brain Teaser game. Control your car through twits and turns 
15 State Farm Pocket Agent™ State Farm Android, iPhone
Pay bill, accident support, initiate a claim, policy information, insurance card, contact
agent, roadside assistance - hotels, gas, tow, taxi, rental, contact repair center 
16 Driver Feedback™ State Farm iPhone, iPod Touch, iPad Scores your driving and gives you tips to help you drive better 
17 State Farm MoveTools™ State Farm iPad Tool to manage, plan, and organize your move 
18 Steer Clear®
Mobile State Farm
Touch, iPad
Tool to earn safe driving discounts, watch videos, driving tips, keep record of license
and weather log for area, agent contact 

• iOS
- Updated
4/18/2011
- Version 1.2
- English only
- 3.5 stars
• Android
- Updated
4/8/2011
- Version 1.0.8
- 3 stars
• iOS
- Updated
1/28/2011
- Version
3.0.2
- English,
French,
German,
Spanish
- 2.5 stars
• Android
- Updated
1/7/2011
- Version
7.2.8.23
- 4 stars
• iOS
- Updated
3/07/2011
- Version 2.8
- English only
- 3.5 stars
• Android
- Updated
2/28/2011
- Version
2.2.1
- 3.5 stars
Current User Ratings
• iOS
- Updated
4/26/2011
- Version 1.5
- English only
- 2.5 stars
• Android
- Updated
3/10/2011
- Version 1.3
- 1.5 stars

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