THE BRIEF
Moneysupermarket asked us to redesign their digital presence, starting with their best sellling vertical, car insurance. The ultimate goal was to drive more customers to the site, reduce the number of people dropping during the journey and increase the number of sales.
USER NEED
User's felt that price comparison was somewhat uninspiring, boring, time consuming and complicated. A very transactional an uninsightful experience.
OPPORTUNITY
MSM owns one of the biggest UK databases, all that data was only being used to display the final price comparison table. But not during the whole experience.
SOLUTION
By reusing MSM's database across the experience, we managed to tailor it to each user, reduced the amount of time to fill in the forms and rewarded the users with insights.
HOMEPAGE
We designed a homepage with a dynamic hero, that changed depending in which part of the journey you were, for example; A new user would have to introduce a postcode and a registration number to start filling in the form. A user who stopped in the middle of a form would get an option to finish filling it in. A returning user who had bought insurance in the past would get a reminder to renew it.
INSIGHTS
We created specific modules that replayed some of MSM's data to the user, sharing their knowledge, giving them some insights around the industry in their areas and we used that to make the experience more rewarding.
THE FORMS
We made the forms work harder by identifying the pain points which were stopping users from completing them and added functionality to address those, for example: We added a summary of all the info you need available to fill in the form before you start. We added a save for later link which allowed users to resume at any time. Added contextual information in the fields that users where struggling to answer. Introduced the quick estimate to show progress and reward the users with insights.
RESULTS PAGE
We asked users which were the main data fields they were looking at when comparing prices, and simplified the results table to show only those, to make the comparison easy and uncluttered. Only showing the details when the user interacted with a specific result.
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