Security First Insurance is one of the largest homeowners insurance companies in Florida, a state known for its vulnerability to natural disasters. To better serve Floridan’s unique needs, Security First sought out to eliminate the complexity of homeowners’ insurance while providing better functionalities to their users.
Together, we partnered to design and develop a new website that would support future growth initiatives and establish their position as a tech-powered innovator.
We began our process by interviewing Security First’s core audiences. Our team uses interviewing to test internal assumptions about the needs and barriers of a user group to build a strategic roadmap for design. The insights from our interviewing sessions provided many opportunities to directly improve the user experience through enhanced navigation, content strategy, and visual design. The research revealed that users were more likely to connect with a brand with personality – one that provided a welcoming tone, step-by-step instructions, and easy-to-digest illustrations.
As insurers sell through brokers to consumers, it’s important to create easy ways for brokers to generate quotes, issue policies and deliver service to their customers after the sale. However, to get there, a consumer needs to feel comfortable that what they are purchasing is legitimate and worthwhile. Using research collected in our interview process, we designed modules to speak to users’ fears and concerns. By using real customer testimonials and showcasing key influential partners, we were able to show perceived value to prospective/existing policyholders. These small touchpoints help drive consumers closer towards the purchase while building deeper levels of trust.
During our visual design explorations, we opted to look at brands that were part of the new wave in insurance. We wanted to explore visual and creative elements that could simplify the intricacies of homeowners insurance, but also bring the brand to life. Instead of utilizing stock photography, we took a unique approach by designing customized, upbeat illustrations. With an emphasis on white space and visuals that exude happiness, the results were powerful illustrative displays that accurately portray the Security First brand.
Interested in joining our team? We combine a diversity of experience with a ton of cutting-edge industry chops. But our true power comes from a shared belief that the best outcomes are the result of collaboration. You’ll love working with us as much as we love working with each other.
