— Safeco Insurance: Desktop Experience.
PROJECT
Create a revitalized user experience for Safeco Insurance to increase response rate, conversion, and drive auto insurance sales. Craft strategy and content for entire experience, including navigational nomenclature, and UI copy.
SCOPE
Craft new content for a simple, meaningful user experience, including compelling headlines, informative body copy, straightforward navigational structure, and clear CTAs.
MY ROLE
Content Strategist & UI Copywriter.
COLLABORATORS
Data Analysts, UX/UI Designers, Developers, and Safeco Insurance business partners.
GOAL
Increase conversion and response rate. Weed out existing customers while building trust with potential customers. Inform users of what Safeco Insurance offers and provide a way for them to easily learn about their coverage options and get an online quote.
CHALLENGES
Insurance is a highly regulated, nuanced industry. Because certain restrictions were in place, I was required to carefully navigate the content architecture of this project. I had to avoid content that was overly promising while creating a streamlined, value-rich experience with straightforward, yet human, messaging.
PROCESS
The company I currently work for holds two values in high esteem: agility - every project is structured as a sprint - and quality, which should never be compromised by speed. As a content strategist on the insurance business, my team was tasked with revitalizing a desktop experience for one of our partners, Safeco Insurance.
To tackle this project, a kickoff meeting with myself, a UX/UI designer, and a data analyst was organized. After reviewing data from our current experience, we found that many existing Safeco customers visited our sites but were not looking to add a policy, so we wanted to give them a way to navigate away from the experience and to a page where they could report a claim under their current policy. We also learned that many of our users - and Safeco customers - were part of a primarily young, millennial demographic.
After creating user personas and journeys based on the data provided, I decided to center the experience around messaging that would appeal to the user's emotions and motivations: protection for their growing family and new, costly investments. Collaborating with a UX/UI designer, I created content to fit the wireframe that would speak to our users' needs and aspirations while addressing specific data-driven pain points: existing customers looking to file a claim and first-time customers unsure of their coverage options. Once the low-fidelity prototype was approved by stakeholders, I crafted content to fit the UI design.
RESULT
To immediately weed out existing customers, we placed a portal icon in the top navigation of the page, as well as a CTA that led them to manage their account without calling in at the bottom of the page. This ultimately increased conversion since all calls were strictly potential customers looking to purchase a policy for the first time.
The remaining content was clear, informative, and spoke to the user's human needs to protecting their loved ones and valuables. The messaging also spoke to the value of Safeco and the savings that could be achieved through a purchase.
