从行为角度看保险用户体验.pdf

1、A Behavioral Perspective on the Insurance User ExperienceKaty Davis,Design DirectorUnited Services Automobile Association(USAA)While I may reference information from outside sources,the views and opinions expressed in this presentation are my own and do not necessarily reflect those of USAA.Case Stu

2、dy:Microinsurance in AfricaImage shared under Creative Commons License 2.0.Author:OxFam East Africa.Awareness/salience X Can I trust this?X But is it worth the trade-offs?X But is it“for me”?Understanding/clear benefitsAffordable pricing X But how much coverage do I need?Closing the Life Insurance G

3、apAlmost half(45%)of American adults report that they would experience financial hardship within 6 months if their primary wage earner were to pass awayWood&Leyes(2024).2024 Insurance Barometer Study,Report 1:The Generational Shift Has.Arrived The Path Forward for Life Insurers.LIMRA.Web.70%of worki

4、ng-age individuals in America with less than one week of savings have no life insurance coverageBerdie&Greene(2024).Life Insurance in America:Understanding and Closing Coverage Gaps.Financial Health Network.Web.42%of American adults say they need life insurance or more of itWood&Leyes(2024).2024 Ins

5、urance Barometer Study,Report 1:The Generational Shift Has.Arrived The Path Forward for Life Insurers.LIMRA.Web.Intention-action gap?Life Insurance:A Tricky Behavioral ChallengeBehavioral Barriers Not a visible norm Not required by law Benefits uncertain Unfamiliar,opaque pricing and complex applica

6、tion process Involves trade-offs against saving/investing/urgent needs Unpleasant future to imagineAgent Interactions Active outreach and engagement“Lead with the need”Advice in context Relationship-based Supportive and action focusedOpportunity for an omni-channel approach?Three Areas to Leverage B