Category: Financial
Case Study: Client names redacted to protect the successful.
Problem
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How do you get young people to buy insurance from an old insurance company?
To ensure continued growth and market position, HIDDEN needed a digital transformation with a special eye on the younger demo. But attracting this younger target in the highly competitive insurance market meant we needed to redefine insurance as we know it, at every touchpoint. What tools and streamlined systems could make HIDDEN a necessary and seamless part of our young professionals’ lives?
Human Insight
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Features need to feature the user.
An in-depth list of potential features can only do so much. We needed to bring to life how our younger target would use these features in practical scenarios. We needed to show undeniable proof of exactly how this tool could be applied to make lives easier and more secure. And we needed to make sure that all the stakeholders aligned on what this transformation could accomplish.
Solution
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Don’t sell insurance. Provide assurance, every step of the way.
To answer the needs of our younger audience, we began with a deep dive into the insurance-buying process, incorporating insights gleaned from qualitative research of our younger demo. By turning a long list of desired features into stories and overlaying those onto dozens of imaginative user journeys, we landed on a tool making insurance shopping friendly, automated and frictionless. We advised and guided HIDDEN on the UX and UI design, and then built a prototype of this tool to sell the future of insurance shopping. To promote to key stakeholders, we created a video featuring a young woman, (we’ll call her “Jane,”) with a big, cross-country move ahead of her. From predicting Jane’s needs during a move, to becoming a life-long partner once she settled in, we gave the company a unified view of the human experience they could create for each of their clients. And placed HIDDEN and their digital future well beyond what a traditional insurance company offers today.
