We noticed many in the insurance space were shifting towards greeting customers with their brand personality- think iSelect, Compare the Market, even the main insurers were adding a personal touch. With a brand which centred around the concept of a detective, the opportunity to create this level of engagement was evident. By giving more thought to the ‘Rate Detective’ we could create a page which was a more engaging and positive experience for the online customer.
Beyond this we also had to consider what people really want to know when they hit the page. We had to consider how we could condense the information of a highly complex product into meaningful bit-size chunks. And while doing so, minimise the distractions so people were greeted with a friendly, simple, quick fix.