Problem

Hoken needs more users to select their insurance plans to own a larger share of the insurance market. To do that, Hoken needs to tap into the market of young users and build a digital e-commerce site.

Background

Hoken has been in the insurance business for over 30 years. They have been working through regional agents, selling the policies to them instead of directly to customers. However, with the rise of the internet and personal devices, Hoken has been losing ground. They have 350+ separate offerings. Instead of fully customized options, they sell prepared packages. This allows them to be more efficient and keep their rates lower than the competitors. We need to bring these efficient packages to the younger market.

Goal

Convert a complicated subject matter (insurance) into an easy method to attract young users to purchase insurance with a rebrand and beautiful digital e-commerce experience.

Research Goals

• Understand industry competitors (site set-up, gaps, selection/steps to purchase).
• Understand user’s considerations when selecting insurance.
• Understand if finances are considered when selecting insurance.
• Understand personal sentiments of young adults when selecting insurance (do they care about insurance? Scared of it? Comfortable with it?).

Research Questions

• What is a positive experience when selecting/dealing with insurance?
• What is a negative experience when selecting/dealing with insurance?
• What makes a young user consider insurance?
• What level of risk a young user is willing to take when selecting insurance?
• What activities are young adults involved that is considered risky?

Methodology

• Primary: Competitive Analyses (Strength, Weakness, Information Architecture).
• Secondary: Interviews (gain user’s perception and experience).