Simplifying a complex home cover proposition to drive sales
CLIENT: DOMESTIC & GENERAL
Step 2 - Ideation and validation
The challenge
Domestic and General wanted to offer customers a bundle of home service insurance with numerous options to select from.
My goal was to design a solution for the new proposition, ensuring compliance and accessibility, and test with customers to ensure comprehension and level of appeal of different options.
Reducing effort for customers at the start
A major challenge was how to cut through the complexity of the proposition. Rather than asking customers to make multiple choices at once, they were asked to select a category they would like to protect, such as electrics and wiring. This early triage reduced the level of effort the customers had to put in to complete their purchase.
Customers were asked to select a home service category - reducing cognitive overload
Clearly labelled options help customers quickly select
Product detail cards explain inclusions and highlight key benefits.
Customers can choose their excess preferences up front
Reiteration based on customer testing
To be compliant I had to enable customers to compare all options, as well as providing a recommendation. An early assumption for the comparison feature was that customers would prefer side by side comparison of different options, so my first iteration took that approach.
In tests, customers felt confused due to the number of options available, so in my second iteration I vertically stacked a suite of expandable product cards. This reduced cognitive overload and increased comprehension.
Ensuring compliance and transparency
Cover recommendation is based on customers first selection
Customers liked the tailored upsell and clarity of fees
In tests, even the most detailed cover bundle had a high level of comprehension
Keeping customers informed of their options
The order summary page enables customers to review their purchasing decision and get clarity about the details of the cover.
It was important to strike a balance between surfacing benefits to drive sales whilst ensuring compliance and transparency, keeping the customers best interests at heart.
A clear summary of the purchase includes all policy details and Terms and Conditions are available for download
Inclusions and exclusions are treated with equal weighting, and legal documents are easily to download before payment is made
Outcomes
This solution ensures a journey that customers found easy to understand and complete. A compliant and transparent journey that builds trust and drives sales.