Overview
Amica Mutual Insurance has been a leading insurance provider in Auto, Home and Life for over 100 years and is recognized for having the best service experience in the industry—a fact supported by highly loyal customers, significant numbers of referrals and multiple industry awards such as JD Power. But Amica’s online experience was in need of significant improvements. The site was not focused or organized around customer objectives and the experience felt dated, fragmented and patched together—lacking the cohesiveness and quality that defines the Amica brand in virtually every other aspect of their business.
Solution
Amica’s approach in serving its customers is the core of its successful culture—where every customer interaction is treated as an opportunity to provide the highest level of service. This simple insight was our guiding principle for the site re-design, where every page became an opportunity to better serve customers. Our design elevates key service functions such as an advisor tool, chat, and quoting capability to help make the path from consideration to purchase simpler and more informed. Throughout the site, we incorporate photos of Amica’s customer service heroes, conveying a deeper sense of the warmth, personality and authenticity that is ingrained in the Amica culture.
Result
- Policyholder registration and usage is up over 130%
- Online quotes increased over 300%
- The number of people completing an online quote after starting has risen over 45%
Services
- Strategy
- Personas
- Information Architecture
- Creative
- Copywriting
- Flash Development
- HTML Production