1. INTERNAL USE ONLY Ancillary Motor Insurance User Testing Report V2.2 Richard Johnston May 2012

2. INTERNAL USE ONLY Executive Summary we are experience conducted user testing on behalf of Zurich Insurance to review customer understanding of ancillary options on Zurichs motor insurance price presentation page. Overall, ancillary insurance products were visible and understood. Cover options identified at the aggregator Participants formed an opinion of what is included in the insurance from the aggregator, and understood the likely price implications. Preselected options noticed Overall, participants noticed that there were pre-selected options and the interactions needed to add and remove them were intuitive. Preselected options wanted by customers Legal and personal accident cover were seen as necessary items, and were expected to be included by default.

3. INTERNAL USE ONLY Introduction

4. INTERNAL USE ONLY Research objectives we are experience conducted user testing on behalf of Zurich Insurance to review customer understanding of ancillary options on Zurichs motor insurance price presentation page. Focusing on the aggregator user journey, the main aims of the research were to: Test users ability to notice the pre-selection of the Legal, and Medical Assistance cover Check whether the interactions to select and deselect all options were easy to use Validate users understanding of the extra product options Background Objectives

5. INTERNAL USE ONLY Who we talked to General Profile 10 participants all to an intermediate standard using computers and familiar with buying motor insurance online. Each had renewed their car insurance within the past 12 months. We ensured candidates were drawn across an even split of ages from 22-55, and included both males and females. Sample Breakdown 5 x female participants. 5 x male participants.

6. INTERNAL USE ONLY Wrap-up Reflection on the positives and challenges identified in the session. Review of the sites Investigation of the effectiveness of the user experience using observational techniques and the think aloud protocol. Context Exploration of behaviours and attitudes that affect usage of site How we ran the lab-based sessions Session structure Introduction 5-10 minutes Session wrap-up 5-10 minutes Body of the session 20 minutes

7. INTERNAL USE ONLY Summary results

8. INTERNAL USE ONLY Summary results Preselected options: Nearly everyone noticed that Legal Cover and Personal Accident cover were preselected Everyone noticed the ability to remove Legal Cover and Personal Accident cover Nearly everyone understood product information about Legal Cover and Personal Accident cover Everyone sought Legal Cover, nearly everyone personal accident cover Everyone noticed that Breakdown, Key Care, Excess Protection, and Hire Car Cover could be added Everyone noticed the ability to remove (following a selection) Excess Protection and Hire Car Cover, nearly everyone for the Breakdown and Key Care Cover Product information for Breakdown, Key Care and Excess Protection was understood by nearly everyone, Hire Car by just over half Few participants sought cover for the Breakdown, Key Care, Excess Protection or Hire Car cover options Other options:

9. INTERNAL USE ONLY Detailed findings

10. INTERNAL USE ONLY Cover options identified at the aggregator Participants formed an opinion of what is included from the aggregator As part of their selection process, participants compared the details of what cover is provided, and whether there would be any additional costs to the main price quoted. Participants were observed scanning the page to identify which insurers included these as part of the list price, and took this into consideration before further investigating a particular quote. However, the options need further explanation Though giving a basic ability to compare on price, the simple headings used to describe the cover options dont do enough to give an understanding of what they are. Users expected to be given this information when either visiting the insurers site, or enquiring directly on the phone. Maybe there could be explanations of what the cover meant Sharlene, Commercial property manager Maybe there could be explanations of what the cover meant Sharlene, Commercial property manager Id expect this to be covered [legal cover] anyway Tracey H, Housing officer Id expect this to be covered [legal cover] anyway Tracey H, Housing officer Personal accident cover, with Zurich you have to pay extra for it Harry, Investment Trader Personal accident cover, with Zurich you have to pay extra for it Harry, Investment Trader Im on here looking at my excess, and all the other bits Tracey, Mental health services co- ordinator Im on here looking at my excess, and all the other bits Tracey, Mental health services co- ordinator

11. INTERNAL USE ONLY Preselected options clearly identified Though not always the first thing to grab the attention of users, nearly all participants realised that the Legal Cover and Personal Accident Cover options had been included by default. Some noticed this immediately as a result of the price difference from the aggregator, though the majority picked it up as they weighed up which options they wished to include. The ability to recognise the inclusion of these products is aided by the pages clear layout; grouping these alongside all the other products as important optional extras. Only two users read the green text on right of the page which indicated why the preselected options had been included by default. In this instance it is not an issue as participants noticed the pre-selected options, however it should be noted that this design does not attract attention. Whereas before [on the aggregator] there was ticks, it seems theyve [legal & personal accident cover] been included Tracey, Mental health services co-ordinator Whereas before [on the aggregator] there was ticks, it seems theyve [legal & personal accident cover] been included Tracey, Mental health services co-ordinator Thats why the price has gone up Geoff, Retired accountant Thats why the price has gone up Geoff, Retired accountant

12. INTERNAL USE ONLY Pre-selected options simple to remove and reselect The calls to action were effective Participants understood that the Remove link would remove the Legal or Personal Accident Cover. This link caused users to question the necessity to purchase these products. Participants were clear about the options they had selected After eventually clicking on the Buy now button, and as final task during the testing, participants were asked to re-iterate what policy options had been selected. All participants were able to correctly recall exactly which options they had committed to purchase. I do like it, it gives you the option to remove these Dale, Revenue collector I do like it, it gives you the option to remove these Dale, Revenue collector Id leave [on] legal cover, take off personal accident Karen, Reflexologist Id leave [on] legal cover, take off personal accident Karen, Reflexologist

13. INTERNAL USE ONLY Pre-selected options wanted by participants Participants had a general understanding of the Legal and Personal Accident Cover based on their previous experiences either buying insurance themselves, or discussing the subject with family and friends. People stated an expectation that this should already be part of their cover, rather than having to select them as extras. Participants either viewed them as essentials, or viewed them as worth purchasing simply because the cost outweighed the risk of being without this cover. However, most participants decided against adding the other options (Breakdown Cover, Key Care, Excess Protect cover and Hire Car) as they were wary of price. Participants understood that all of these were optional. Its just piece of mind Marlon, Retail manager Its just piece of mind Marlon, Retail manager Its worth having… because in the long run these things can cost a lot Nick, Litigation broker Its worth having… because in the long run these things can cost a lot Nick, Litigation broker

14. INTERNAL USE ONLY Participants were unclear about a couple of options Participants were generally more unclear about the Excess Protect Cover and Hire car options. Participants were unfamiliar with Excess Protect Cover, and though generally intrigued by the sound of it, the amount of information given on the site was insufficient in giving users a reason to add it to their policy. The Hire Car option was viewed as being redundant as participants struggled to distinguish it from the replacement car service listed in the benefits automatically included section. More clearly stating what can be gained from this product (beyond what is included automatically) will increase the likelihood of its selection. Maybe some clearer examples might help. Yknow, like if you were to be in this sort of accident, and this were to happen, then you would be entitled to x,y, and z Tracey H, Housing officer Maybe some clearer examples might help. Yknow, like if you were to be in this sort of accident, and this were to happen, then you would be entitled to x,y, and z Tracey H, Housing officer Excess cover sounds interesting, Id like to know more Tracey, Mental health services co-ordinator Excess cover sounds interesting, Id like to know more Tracey, Mental health services co-ordinator

15. INTERNAL USE ONLY Customers prefer an upfront price A number of participants commented on the tag stating buy online for our best prices, saying they wished to know what the likely difference was, and would like an idea of the amount they could expect to save. Without this information users suggested they would be likely to call Zurich to find out exactly what the difference would be. Even if rough amounts or percentages were given, users would feel reassured that buying online was indeed getting them the best deal, and in turn be less inclined to phone. This is getting like Ryan air Tracey H, Housing officer This is getting like Ryan air Tracey H, Housing officer How much discount? Dale, Revenue collector How much discount? Dale, Revenue collector

16. INTERNAL USE ONLY Appendix

17. INTERNAL USE ONLY Two types of customers were identified Information seekers We clearly noticed a split in users purchasing behaviour. Four of the ten we interviewed simply used aggregator sites as a quick reference tool to highlight insurers giving cheapest deals to meet their needs. These users would visit the insurers sites to get a better idea of the cover options provided but stated they would then most likely call. Often they believed they would be able to negotiate a better deal over the phone. Those ready to pay On the other hand, six out of ten participants felt that as an inherently pressurised task, going online to renew their insurance makes the process quick and easy. I use aggregators to get baseline figures… then call to find out more Sharlene, Commercial property manager I use aggregators to get baseline figures… then call to find out more Sharlene, Commercial property manager Its quite frustrating, I just call them Tracey H, Housing officer Its quite frustrating, I just call them Tracey H, Housing officer

18. INTERNAL USE ONLY Participants background details Name AgeProfessionAggregator/s used Current insurer (information given at particpants discretion) Harry44Investment TraderMoney supermarket, go compare Swiftcover Tracey47Mental services co- ordinator Confused.com, compare the market Tracey H35Housing officerGo compare, compare the market Sharlene32Commercial property manager Money supermarketKwikfit Dale30Revenue officerMoney supermarket Marlon29Retail managerMoney supermarketInsure the box Geoff55Retired accountantConfused.comMore than Merline38Education administratorMoney supermarket Nick39Litigation brokerGo compare, Money supermarket Karen51ReflexologistCompare the market

19. INTERNAL USE ONLY Thank you Richard Johnston Researcher Billie Andersen Senior Researcher hello@weareexperience.com +44(0)20 7 199 1321