Insurance Calculator
Choosing life insurance as easy as ordering food.
Life insurance will probably never be cool, but that doesn't mean there is no value in it. In this project I looked for a way to make choosing a life insurance package as clear as possible.
Young people often live less dangerously and have fewer responsibilities, so they see little need for it. Is life insurance for you, and which package should you choose? That's the problem I worked on and designed a solution for.
Client
EKA x INVL
Year
2022
The challenge
This was my first big school project with a partner, and to our surprise it was a life insurance provider. We dug in with interviews, desk research and mystery shopping to find pain points. Each of us then took one of them to design for.
Mine was onboarding: how can someone tell whether life insurance is for them, and if so, which package? The existing solution meant long PDFs about terms and options, a questionnaire about your lifestyle and risk, and no way to sign up online. You had to contact the company.
Based on our research about 20% of Estonians thought life insurance was too expensive, and about 10% found no suitable offer. So the question became: how can we improve the first touchpoint for people looking at life insurance, with the fewest steps possible?
How I approached it
Profiles instead of a long questionnaire. I first planned to pick the most important questions from the existing form, then realized customer profiles could replace the long list of medical questions entirely.
Packages for an age group. I built packages around young adults, so every question had a reason to be there.
Only the questions needed. I came up with questions inspired by the existing questionnaire and the minimum information the provider needs to make a decision. This was done using chatGPT and our earlier research.
I prototyped it in the provider's own visual style and tested it with relevant people. Feedback was generally positive, but I made changes to the order of questions and visual hierarchy of info.
The result
Up to ten quick questions give the user an answer fast. If the suggested packages don't fit, they can build their own, or decide not to take one if the product isn't for them. Visually it keeps the provider's style but adds clear inputs and selections, so every screen is easy to understand and should reduce the effort of helping customers fill in the questionnaire.
Next Steps
The core idea works, but the question set still needs more testing to confirm the right questions lead to the right package, and other age groups would need their own profiles.
