S U N C O R P
AN INSURANCE CASE STUDY - Exec Summary
THE BRIEF
Present a vision of the future.
Suncorp were aware their insurance quote process wasn’t great, and this showed in their sales. They wanted a complete review with a vision of what the future could look like. Potentially looking at the future of transport too!
CUSTOMER FEEDBACK
“
“
Standard of construction question is confusing. Could there be help about what each means?
The cost is too much. Makes me feel I’ve entered something incorrect.”
To be honest I don’t know what i’m insured for.
“
Research - Interesting Insights
What curious things did we learn?
Worst case scenario,
The form gathers info to calculate a cost to rebuild your home. Although that’s never explained
26 reasons to abandon
26 questions asked to create an estimate. Each question is a trigger to leave the process.
Call centre simplify questions
They know customers find it hard to listen to a list of options so they turn lists into yes no questions.
Research - Concerning learning
What worried us?
95%
2%
Only 2% of customers actually get to the end of the quote flow. Let alone buy the product.
24%
$1M
Your home’s rebuild cost could be over estimated by 95%, due to one ambiguous question.
24% abandon when they are shown three prices among a lot of overwhelming information.
Potentially Suncorp could earn $1million revenue for each 1% increase in form completion rate
HOW MIGHT WE SOLVE THIS?
Turning problems into “how might we” questions opens the door to new ideas.
PROBLEM 1
Too many questions
How might we gather information in a way that doesn’t feel too demanding?
PROBLEM 2
Ambiguous questions
How might we gather information in a way that requires little explanation.
PROBLEM 3
Overwhelming options
How might we make it easier to understand the different quote amounts and cover options?
OVERWHELMING OPTIONS
The quote page is confusing with multiple prices and optional extras
Main concepts
Ideas to solve the pain points
Use Google maps to estimate house foot print
How might we gather information in a way that doesn’t feel too demanding.
One question at a time
How might we gather information in a way that doesn’t feel too demanding.
Use images to help answer subjective questions
How might we gather information in a way that requires little explanation
Have just one policy price with all the additional types of cover as options
How might we make it easier to understand the difference between each level of cover?
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RECOMMENDATIONS
The many suggestions made were grouped into three categories, depending on complexity.
JUST DO IT IDEAS
Simple design changes the team should just do. Such as, asking one question at a time.
13 ideas
DESIGN ANALYSIS
Concentrated design sessions and number crunching to determine how to tweak questions.
For example, is there a better question we can ask to find out the construction quality?
8 ideas
BUSINESS DECISIONS
For some ideas the product being sold needs changes and therefore needs senior leader input.
Such as, not all questions need to be captured for the model to work. Can we remove some?
5 ideas
POST SCRIPT
Change takes time, but it happens.
This project shows that significant change does happen. But you have to be patient when working with large organisations with complex structures. Although well received, some recommendations only made their way into the final product in 2022. 4 years later.
As someone who cares greatly about my clients and the work I do, it was very heart warming to see these ideas eventually come to life.
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