Simplifying insurance: A never-ending story
Content designer / UX writer / Product copywriter – those are many names for one thing: providing the right info, at the right time, in the right format, tailored to the target audience.
My first major project at Getsafe was about how we can explain their insurance products so that customers know exactly what they are covered for.
Why? Because the biggest pain point for policyholders is the complexity of insurance. This has many reasons and painful consequences. In the worst case, you file a claim that you think is insured - but in the end, the claim is rejected. The goal was to spare their customers this negative experience.
How did I go about this project?
The most important thing, in the beginning, was the exchange with different teams. The most important stakeholder at this point was Customer Service: What questions are frequently asked? Where do misunderstandings often arise? What should we communicate proactively to avoid tickets on certain topics?
The resulting list clearly showed where the core problems of each insurance product lay. They revolved around the questions:
What is covered?
What is not covered?
What do certain terms mean?
What is the ideal process for certain queries?
What are the advantages of Getsafe’s tariffs?
What do customers have to consider when submitting a claim?
From this, the pain points and associated solutions were derived from the customer's point of view:
Pain Point No. 1: Insurance jargon is complicated.
Sum insured, deductible, waiting periods, underinsurance waiver, ... what was that again? If you want to make an informed decision regarding your insurance cover, you have to work hard to acquire the knowledge about it.
Solution: Providing simple, understandable and tangible explanations of Getsafe’s tariffs.
Pain point no. 2: Lack of knowledge about insurance coverage.
Home contents insurance and liability insurance are just two examples of names that are anything but self-explanatory in today's world. A good example of the fact that insurance companies are somewhat outdated - because they insist on a vocabulary that no longer corresponds to our everyday language. We cannot change this, but we can adapt Getsafe’s communication around these names to the reality of the target audience.
Solution: Tailoring Getsafe’s communication to their target group.
Pain Point No. 3: Incomplete or misleading explanations lead to false expectations.
There are situations in which the insurance industry trips itself up. One of these situations is the issue of key loss in liability insurance: Often 'key loss' is only covered if it results in the replacement of locks.
So what is specifically not covered is this obvious case: I come home and notice that my key must have fallen out of my pocket. To get into the flat, I call the locksmith. From then on, I use my spare key, which I fortunately still have in the flat. So is the key service covered, as this lost key scenario would suggest? Or even the duplication of the lost key? No.
Couldn't one then use a word other than "key loss" for the insured claim? This choice of words raises false expectations among customers. This leads to frustration, a generally negative experience and, of course, a corresponding review.
Solution: Providing clear, realistic examples of claims and clearly communicating what is NOT covered.
How do you put these solutions into practice?
The main thing for me was to implement the project quickly. That's why I decided on a solution that would hardly require any effort on the part of designers and developers. In the app, there was already a section for each insurance called "All you need to know". Under "What is covered?" and "Damage examples", important information was already provided.
Adaptions
I have revised and expanded this section. For each tariff there are now the following topics:
What is covered? With feedback from the Customer Service Team, I have made the information more understandable. I have also provided information that was frequently asked by customers. I have sorted these according to relevance.
What is not covered? This part was added. It was particularly important because exclusions often lead to frustration on the client side. This part is particularly appreciated by Getsafe’s clients.
Damage examples - Existing examples have been revised or more relevant examples have been chosen.
Glossary - This section explains complicated insurance jargon for each insurance policy in a simple way.
Depending on the insurance product, I added more specific topics (Your Benefits, Good to Know, First Steps in the Event of a Claim, Proofs and Evidence, The Dog ABC, Accident Insurance Benefits).
The project was a big step towards transparency and customer-oriented communication - and along the way I became an insurance expert. A groundbreaking project for me, which Getsafe’s clients appreciate with weekly 5-star ratings!