Overview & Outcome

AAA needed an updated digital experience to make the life insurance process easier for customers. Their main goal was for users to complete the “Get a Quote” process. To reach this goal, we focused on tools and education to help customers feel more comfortable interacting with AAA Life and enable them to feel confident in their life insurance decision. The outcome was a site that helps AAA Life meet their business goals by first meeting the needs of their customers.

Challenge

The primary challenge was balancing the client’s main goal of selling life insurance while also meeting the needs of current and potential customers by providing educational resources, tools, and support. From a design standpoint, the complex tools and calculators were a challenge to prototype and test.

Process

The team began with user and market research to understand the life insurance landscape and the type of people looking for and purchasing life insurance. I contributed to a competitive analysis and heuristic evaluation in the early stages of the project. 

We identified a need for additional educational content for users who are new to life insurance. After the initial discovery phase, we began working on site architecture and wireframes. I led the first round of usability testing which included writing a test plan, creating a fully functioning clickable prototype in Axure using design comps, running the test on usertesting.com, and interpreting the results.

Based on the results we made several changes, especially to the mobile version of the site. For example, we were hiding some content behind swipes and many of our testers did not see this content. An additional round of usability testing was completed to inform design on the tools, specially the calculate your needs tool.

1. Homepage
The large image on the homepage adds warmth and supports the message of getting life insurance for your family. The homepage element is an example of balancing business and customer needs. The exposed element in the “Get a Term Quote” feature which moves potential customers through the sales process. For customers that are still in the learning stage, the “Calculate Your Needs” and “Talk to an Agent” components can easily be expanded.

2. Learn & Plan content
The “Learn & Plan” section was the focus on the website redesign. While designing, I worked closely with a Content Strategist who ensured the text was easy to understand and met the goal of giving the customer more confidence when making life insurance decisions.

3. Calculate Your Needs tool
The Calculate Your Needs tools below allowed customers to enter their annual salary and get basic information on how much life insurance coverage they need. If customers want a more detailed estimate, they can fill out the questions below and the recommended coverage amount with increase or decrease based on the information.

Interactive elements are both educational and help the customers to feel more engaged with the product.

4. Get a Quote tool
Once the customer uses the Calculate Your Needs tool above, they’ll be prompted to get a quote. The interactive quoting tool was a large focus for me and was tested several times. In the final version, the customer is able to use the slider to change the coverage amount and then adjust the number of years to see the impact to the monthly cost.

The mobile web version of the quote tool was tested to ensure customers could easily use the slider on a small touch screen.