LDN’s gap research was employed via extensive stakeholder interviews, customer interviews and call-centre shadowing. Research investigated what factors made buying insurance a challenge. The gap process included:

Business (QBE’s world)

With a proliferation of research products offered and a website that had endured ‘add-on’s the business acknowledged this ‘shop window’ was sub-optimal. Not only was the process confusing but the brand experience was unsatisfactory. Each product division within QBE had an in- depth understanding of the key benefits of their stream of insurance, however this was getting lost when each stream was placed together on the existing website. Customers that had tried to navigate the website expressed frustration when speaking to call-centre teams, creating a knock-on effect of low morale in this team.

Human (real-world customers)

It was discovered that customers found QBE insurance jargon confusing and that there was a distinct lack of trust in their online insurance quote process. Customers were looking for more transparency in pricing and product. During the UX and UI design stages, customer testing revealed a consistent need to optimise the online quote experience for simplicity and speed. The challenge was set to minimise insurance jargon, reduce the numbers of questions asked and remove any UI components that were not facilitating faster completion!

Environment (big wide world)

At the time of the project Australia had experienced fires, then floods in a timeframe that was shocking and scary for many. Media presented horror stories about claims not being paid out and ‘small print’ ruining lives

The gap

This is a snapshot of the insights identified through the research process. This project was so timely, and informative that we actually provided several ‘gap’ iterations for the client to create ongoing internal workstreams as desired! Our personal security / safety, planet, and trust-levels seemed very much under-threat.