During the latter half of 2022, I worked with Allstate's UX Discovery team as part of an internal development program. During this time I had the opportunity to work with our team's senior researcher to conduct a sentiment analysis of the research we had complied from 56 different moderated interviews.
We began each of our interviews asking our participants the same 4 questions:
1. How knowledgeable are you when it comes to insurance? Scale 1-5, of which 1 not knowledgeable at all and 5 very knowledgeable. Why do you feel that way?
2. What if you could have all your insurances under one provider, how do you feel about that?
3. If you had a magic wand, how would you like to handle insurance?
4. If insurance would be a family member, who would it be?
We analyzed every participants answer, pulled out main sentiments, coded that data and created a proto-persona, that represented the average of participants and their feedback.
We found that most participants described themselves with a basic amount of knowledge or familiar enough to make an informed decision.
The concept of 1insurance provider proved appealing to our participants, often being described as a convenient or ideal scenario. They expressed expectations of better savings and values from using a single provider. Their main hesitations were in regard to wondering if the coverage and prices offered would be competitive enough.
This heavily aligned with our "magic wand" questions, as our main theme pulled from the data was a desire for all-in-one or bundled insurance that could be managed in one place. Additional asks were to make insurance simpler, easier and accessible on the go.
However where we got the most insight was from our final question of "if insurance was a family member who would it be?" The data showed two strong and opposing viewpoints. Half of our participants described insurance in a positive manner, equating them to a parent or loved one that they described as knowledgeable, guiding, wants the best for you, and takes care of you. However the other half of participants gave a negative answer, describing their insurance as a distance-relative, or shady uncle. They didn't want to deal with this person, they were distant, only showing up when they needed something.
This research gave us a great challenge to address in our project. How do we reach consumers who may want the same things, like an all in one solution, but have such opposite sentiments towards insurance? We now knew that to be successful our designs needed to not only simplify the experience, but bridge the gap between these two audiences.