Personalizing Insurance Products with a Lifestyle Quiz
AMA Insurance Value Finder Tool
The Alberta Motor Association (AMA) extends its services to over 1 million members and has the potential to reach 4.6 million Albertans. Among its core offerings is Insurance. To enhance awareness and showcase the value of their insurance products to Albertans, AMA sought to create an online tool aimed at recommending personalized insurance products to viewers based on their lifestyle, what type of residence they live in, and what types of vehicles they own (cars, boats, RVs and trailers).
Client
Alberta Motor Association
Duration
3 Months
Role & Responsibilities
Digital Product Lead - Team of 2 Designers
Lead UX Researcher
Senior UX/UI Designer
Building Blocks to a Better User Experience
An analysis of key features from competitors and developing KPI goals for the tool.
Marketing KPI Analysis
An analysis of key features from competitors
Gamification Research
Wireframing & Iteration
Initial screens were designed in an iterative approach that included UX best practices and research, then validated with data collected through A/B testing.
Testing
To continue to improve the conversion of each template.
Usability & UX Considerations
Unveiling the Insurance Value Tool
Users received a direct-mail piece to their home with a personalized code to begin the quiz.
The lock icon would animate and unlock a benefit for the user to incentivize them to continue with the quiz.
Quiz Questions
An illustrative approach was used to make the subject matter, insurance, more fun and lively. Illustrations also served to avoid literal representations of age and skin colours for example.
As the user answered a series of 5 questions related to their lifestyle, insurance benefits were added to their “bank” as a way to gamify the experience.
Summary
The insurance summary shows the total benefits found throughout the quiz as well as the recommended insurance products and their related benefits.
The summary’s primary purpose is an educational tool to learn more about each product.
The user was given the option to connect with an insurance advisor using geolocation to find their nearest expert. Alternatively, the user could proceed with an online quote.
Business Goals Achieved
Personalized the Experience of Recommended Insurance Products
Tailored recommended insurance products to each user's preferences and lifestyle selections. This enables AMA to suggest insurance options that precisely suit the unique needs of the user.
Increased Awareness of Insurance Product Offerings
Informed users about the value of AMA insurance as a local provider while allowing the user to explore different insurance products at no obligation.
Collected and Analyzed Data to Understand User Preferences in Insurance Products
The tool’s dashboard layout enabled AMA to strategically market the most relevant products to specific audiences.
134%
Increased Engagement with Insurance Products
68%
Users Requested a Quote
21%
Users Connected with Insurance Agent