In the UK, more than 80% of car insurance purchases are preceded by using web-based comparison sites. MoneySuperMarket helped pioneer this industry and is the largest independent price comparison site in the region. As competition amongst service providers increased, prompting an advertising arms race, differentiation based on user experience became essential. Partnering with Huge, MoneySuperMarket sought to create a comparison experience that was not only visually distinctive and enjoyable, but revolutionary in its use of user data to create a truly personalized comparison experience.
Giving users the tools to make the best decision.
How many miles do you drive in a year? It’s a tricky question to answer, and who knows how it might impact your car insurance if you get it wrong? Via in-home user research, we discovered that users were easily derailed by difficult-to-answer questions during the comparison. We saw a big opportunity to create a personalized user experience to help users attain more accuracy, as well as lower the site’s unnecessarily high abandon rate and boost brand loyalty.
A personalized approach to insurance.
Our solution was to transform the traditional price comparison journey into an experience that rewards users with increasingly personalized information as they go along. Deconstructing the comparison flow, we considered each question that a user completes an opportunity to add value to their entry. The data a user supplies immediately impacts the price, tool or content to help clarify tricky questions. We personalized recommendations based on factors including demographics, past user behavior and search.
We also made the price comparison process more transparent. Previously, the user only saw their price after filling out a lengthy form. Now, the user sees a range of prices from the very beginning, a range that becomes tighter and more accurate as the user supplies more data. The price is never a surprise, so you’re confident by the end that it’s the right one for you.
Empowering through knowledge, seamlessly.
An iterative building process, executed in one-week sprints in collaboration with the client, produced numerous prototypes that allowed the team to validate ideas through user interaction. This approach gave the C-suite insight into progress and helped developers optimize the project as it moved forward. Most importantly, it empowered Huge and MoneySuperMarket to provide a more valuable experience to users. During testing, nine out of ten people found the new journey easier to user and feel better informed to make a decision.