Understanding the Insurance Journey

Challenge

Help a longstanding auto insurer branch out into home insurance by understanding complicated journey people go when they need to insure their homes.

Our client, a trusted, reputable automobile company, known for its long standing customer service and roadside assistance program, was undertaking a new positioning initiative and had developed a value proposition internally for its home insurance line of business. But what was missing was a human understanding with which to vet this idea’s potential.

Approach

We facilitated a series of digital diaries with their two key segments to better understand how people felt about their home insurance, following the highs and lows of their experience when making decisions. We then went deeper with in-person interviews to get an understanding of how those feelings manifested in the insurance journey and what was missing from their ideal experience.  As part of the process, we guided people through video, photo and text tasks to help them imagine what the most important steps of that journey were, which our client could then activate against.

Impact

Our work helped our client better understand the ins and outs; the highs and lows; of members’ experiences and relationships with insurance… and the journeys they went through. By revealing the messy humanity behind the decision making process, our work was were able to inspire additional business ideas that were used in later phases of work.