An immersive strategic marketing focused solution with a gamified interface focused on developing a risk-readiness score for the consumer in order to sell the right insurance products based on consumers specific needs. The solution also acted in dual-part as a lead generation tool.
Case Study
Leverage digital technology to engage customers
Gain valuable insight about customers’ needs
Personalise the advice, products, and services
In order to increase retention and engagement, the standard lead generation questionnaire was transformed into a game, complete with experiential visual designs mimicking real life situations and dilemmas to elicit intuitive responses that helped the algorithm provide authentic risk-readiness score and in-turn ensured accurate product recommendations to customers.
The solution was supported by an algorithm, designed by the strategy and design team, that calculated the Risk Readiness Tolerance of a prospective customer, with the help of intuitive customer interactions, risk profiling and studying customer behaviour in a simulated environment.
The first step was to develop a customer segment matrix from an insurance perspective and classify customers based on personality, behaviour, aspirations, risk appetite etc. Each customer was then mapped to a larger, macro persona.
Customer mapping was core to the scoring strategy. It made way for the creation of a well curated questionnaire that compelled the consumers to respond intuitively, in order for the responses to be instinctive and authentic. The answers to the questionnaire helped derive a score based on the pre-designed scoring matrix. The purpose of the scoring methodology was to map products to the customers based on their final score.
The visual design strategy was to create an environment that compelled the user to engage with a gamified and simulated interface to elicit instinctive responses. The user journey ensured that customers performed tasks, like filling up personal information, responding to personality assessment questions, etc. intuitively with little to no cognitive burden.
Human behavior and market insights helped define design thinking and drive technology decisions. With a clear understanding of user perspective and well articulated design prototypes the technology architecture was laid out and the 3D technology stack was used to bring the designs to life.
