How mobile screen-recording helped a UX design agency to understand consumers searching for family health insurance online.
Insurance is one of the most important purchases we make in our lives. However, it is also one of the most expensive and complicated decisions we make. With any number of providers offering the same service, it can be difficult to understand which plan is best for your needs and which represents the best value.
Purchasing personal insurance can be complicated, but with family insurance encompassing a number of individuals, it can be almost impossible to understand what you need and how much you should be paying.
When our client approached us, they were in the process of designing a website for an insurance firms family health insurance offering. But to design a site that would effectively capture users attention, they first needed to know what users were looking for, what their motivations and were and whether or not their current website was satisfying their needs.
Our clients objectives were to:
Understand the motivations, needs and expectations of consumers searching for family health insurance.
Gain an insight into how consumers researched, found and analysed information relating to family health insurance online
Determine if their clients current family health insurance section of their website satisfied the requirements of their customers and how it could be optimised
Working with Indeemo, our client designed a 2-week scheduled tasks list that would engage respondents who were currently considering their options for family health insurance. During the first week of the study, our client incorporated a number of mobile screen-recording tasks into a mobile diary study. Included in the study, were mobile screen-recordings of how respondents browsed online for family health insurance, how they looked for a specific type of cover and how they researched online for content that would inform their purchasing decision.
During the second week of the study, our client dived deeper to further understand their respondents. Again, using the Indeemo mobile screen-record feature, they tasked respondents with showing what they found complicated and frustrating in their online search for family health insurance. Understanding this user experience provided a real-life, in context perspective of exactly how consumers behave online when searching for cover. Additionally, the mobile screen-recording function allowed our client to task clients with showing exactly how they navigated their clients website.
This provided a rich, in-the-moment insight into the customer experience of respondents on the website. In a minefield of online insurance providers, this was a particularly valuable insight which allowed our client to understand exactly how the website needed to be optimised for mobile.
If you’d like to learn more about how mobile screen-recording can help an insurance provider to understand consumers online behaviour and experience, please get in touch using the form below
Mobile Screen Recording is a quick, agile way to get a deeper understanding of your customers’ smartphone usage behaviours.
It is an ideal supplement to Diary Studies, UX, Path-to-Purchase and Customer Journey research projects.
If you’d like to discuss your research requirements and hear some suggestions about how Screen Recording can enrich your existing research, please submit your details here and we will get back to you ASAP.
We’re looking forward to speaking with you.
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