Designing a new experience that offers an entirely new way to think about insurance

Launching a nationwide digital product for a dominating leader in insurance

Esurance was born a disruptor: A forward-thinker, user-centric digital native. They were the first to sell insurance directly to consumers over the internet. They were the first to offer multi-car discount packages to same-sex couples. And, the first to allow people to print their ID cards (which, at the time, was revolutionary).

With a rise in insurtech companies, Esurance, the once dominating industry leader, didn't want to be left behind. We worked with Esurance to build a future experience that will become a one-stop-shop for all of one's insurance needs. The digital experience offers a service to help people manage and navigate all aspects of their insurance—nurturing customer relationships within and beyond policy purchase, creating insurance powered by Empathy.

The Challenge

Insurtech startups are making waves by leveraging new technology. Instead of modeling themselves on traditional insurance, they are chopping up the market by solving specific needs for niche segments. Esurance no longer defined the best practices for digital customer engagement. We needed a way to re-establish our position as 'Insurance for the Modern World.'

Wireframe Concepts

How does a company that reinvented a category continue to reinvent itself?

We took a step back to understand the broader situation.

Esurance revolutionized insurance for the digital world. Customers living life at the digital speed are always challenging brands to stay relevant. We took a qualitative, human-centric approach using inputs the client provided to come up with an answer to the brief that we could validate with users. All this culminated in an actual high-fidelity prototype we created to test with real users.

Our goal was to achieve contextual engagement across all touchpoints and across the lifetime relationship with the customer. To do this, we needed to develop empathetic relationships with customers by having meaning in the moment through products as a service.

User testing conclusions

• Excited that Safespace is created by a recognizable company. 

• Excited to interact with standard insurance in non-traditional ways. 

• The accident claim feature stood out.

• Finding the best price through transparent comparison is highly desirable. 

• Overall transparency is seen as a differentiator.

• How SafeSpace and similar products are positioned will be important. 

• The app’s friendly, human experience was appreciated. 

• Users considered a single place to manage all your insurance needs to be a key differentiator.

• Eliminating input redundancy addresses a pain point and offers “surprise and delight.”

• Privacy and security concerns need to be considered.

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