In the smartphone age, almost every company that people deal with is online or through an app. This has led to what’s known as the engagement economy, and user experience is key. People simply don’t want to deal with clunky apps that don’t run properly or aren’t visually appealing.
Although insurance is a vital thing that everyone needs to have, it’s often something that people don’t want to consider. By upping the engagement levels of insurance apps and adding some elements of gamification, companies can stand out against their competitors more easily.
User Experience is Crucial in an Industry That People Don’t Want to Think About
Insurance is a necessary part of existing in this complex world, but it’s often something that people try to put off thinking about. The fact that insurance deals can be so complicated, with various terms and conditions to consider, doesn’t help either. Aside from getting insurance in the first place, the whole claim process when trying to use the insurance can be troublesome as well. If the systems in place are difficult to work with at this point, it can lead to bad experiences and frustration.
Luckily, many insurance companies are now investing heavily in user experience, and trying to make their apps more user-friendly. Along with making these apps look more visually appealing, they want to ensure that customers can use them quickly and comfortably. Nowadays, a well-designed digital journey can make the difference between a policyholder who renews and one who explores competitors who have smoother digital tools.
According to the latest research, the complexity of the insurance industry can lead to a lack of trust from consumers. This is something that companies desperately want to address, and they believe that enhancing the user experience is the best way to do this. When customers know that the app works well and in the way they expect, they feel more comfortable about the prospect of one day having to use it to make a claim.
Borrowing Ideas from the Entertainment Industry is Key
The entertainment industry is one of the best places to see an exceptionally smooth user experience, where users can seamlessly find their way around and discover the things they want. This sector could act as great inspiration for insurance companies that want to boost their apps and encourage users to continue renewing their policies.
Platforms like Netflix have various engagement mechanics in place that keep people coming back for more. With the streaming service, the user experience begins with the familiar sound and logo when you open the app. When it opens to the selection screen, users can instantly find the shows they’ve been watching and continue them. They also find films and television series that are recommended to them based on their past activity. They can easily move between thumbnails, hovering over them to find more information. It’s never difficult, and the intuitive interface means that anyone can figure it out within a few seconds.
The iGaming industry is similarly easy to use. There are thousands of casino games to choose from now, including slots, tables, and live casino options. Despite this, players can find what they are looking for in just a few clicks, thanks to the way the sites are arranged. There are tabs that guide them to different sections of the site, and these often lead to subcategories. For example, a slots player could choose slots and then look for themed games within that category.
Other apps outside the entertainment industry have often thrived by adding reward systems that keep people coming back for more. This is seen in exercise apps like Strava, and language learning options such as Duolingo. Users can earn streaks, points, and badges, and this gamification encourages them to continue. All of these ideas could be used in the insurance industry as well, to try to make it more enjoyable for users.
What are Some Innovative Ways That Insurance Companies Could Boost Engagement?
As well as borrowing various ideas from entertainment and social media apps for user engagement, insurance companies that innovate with their own ideas could gain an edge on their rivals in the current market. Users love things that are fresh and are often looking for apps that give them something different.
One thing that insurance companies could look into is providing videos or games about scenarios that could happen and what it would mean for their insurance claims. By visualising this first, they would know how to act in a real-world situation. They could even seek to implement social features as well, giving users a chance to chat to others and get advice from the community.
User engagement may not have been the first thing on the minds of insurance companies before, as they may have assumed that, as an essential service, it wasn’t required. However, in today’s competitive market, businesses need to work harder to attract and keep customers. Providing a great user experience is one of the best ways to do that.
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