“By simply texting, Gary, an AI-enabled chatbot, will provide you a holistic, customized, and real-time insurance service. Say goodbye to the cumbersome, time-consuming, and almost intimidating experience of traditional insurance products. You can now get a quote, file a claim, and receive holistic services all by chatting with Gary on your mobile phone or laptop.”
In this 6-month project, I worked as the lead UI/UX designer to build an AI-enabled, consumer-facing virtual assistant — a chatbot — to help users get customized quotes, file claims, and receive services efficiently and effortlessly. I worked with a development team to build my design and deliver it to clients in the insurance industries.
What’s wrong with insurance products?
Let’s face it: insurance is one of the most confusing and complex industries out there. The agent-centric sales model was developed to better serve customers’ needs. In a 2015 study, 40% of all motor or household insurance policies across France, Germany, Italy, Poland, Spain, and the UK were purchased online, and this number is only rising, all across the globe. There are no much doubts that good UX online is good business.
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So what are the problems that exist in current insurance websites? Andrew Kucheriavy, the CEO of Intechnic, pointed out the following 5 UX issues:
1. Organization-Centric IA and Navigation
The number one user experience issue with most insurance websites (particularly the larger ones) is that they mirror their actual organizational structure online, making their websites unnecessarily complex — and largely pointless for customers.
2. Digital Experience can’t replace the human touch
A website will always fail if it can’t provide information to people more quickly and more easily than they could obtain it by picking up the phone and calling their insurance agent. Lots of companies will treat their website as a huge content library, leaving the users to wonder in the jungle of content, which is mostly irrelevant to what they are looking for.
3. Lack of Choice & Transparency
Long, confusing, and full of jargon insurance policy is scary and not easy for users to process or understand the information, especially for the people with no previous experience.
4. Fragmented and disjointed legacy systems
Expecting users to navigate through one system to pay their bills, another system to file a claim, and a third to get a quote is a complete mess if you’re looking to deliver a superior user experience. Visitors shouldn’t have to pay the price for your messy online ecosystem.
5. A time-killing wasteland filled with forms
If you asked people what they least liked about the process of purchasing insurance, you would likely hear one phrase repeated over and over — “I hate all those forms!”
With the above five key pain points of users in mind, a solution is needed to better onboard potential customers, to engage existing ones, and to provide a better experience.
How can a Chatbot help with insurance?
1. Say goodbye to mega menu
The chatbot will provide you the most relevant content based on your responses. Integrated with the car monitoring device, it can proactively reach out to the users if it detects any collision or auto parts failure. The chatbot will only ask for the minimum required information to get a customized quote to let the users spring through the process.
2. Customer support representative step-in when needed
Most of the people are not ready to give up human interaction completely. When the system detects certain emotional responses or the users have been idle for a while, the chatbot will prompt to ask if they want to speak with a live support representative. If yes, the previous conversation or the data provided by the users will be smoothly transferred to the representative.
3. Complete transparency and flexibility
After providing the required information, the users will be prompt with their estimated monthly quote along with a list of liabilities and coverages. As mentioned above, this part could be scary for users without any experience with insurance. Therefore, there will be a short text explaining what each coverage would work under a certain circumstance. Also, the system will recommend the best option for users based on their driving behaviors. The users will have the peace in mind that they are getting the most recommended coverages they desired.
4. One chatbot for an end-to-end service experience
From quotation, payment, claim, billing, to another service, the users can go back to the chatbot and simply request for the desired service.
5. No more forms, just chats
By working with subject experts in insurance industries, the chatbot is designed to ask only the minimum required questions to get a quote. With the pre-populated responses, the users can breeze through the quoting process and get what they want in less than 2 minutes while chatting! Let’s see the demo.
To sum up…
This AI-enable chatbot frees the users from traditional insurance website with mega menu, content jungle, long forms, and jargons. The users don’t need to have a Ph.D. in Insurance to get a quote that suits them, to file a claim, or to pay their bills. This chatbot provides real-time and proactive assistance for users with deep human-centered design.
More to come: Home Insurance Chatbot
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