Digital Product | Home & Auto Insurance Online Quote Flow

Background:
In 2016, Definity (Economical Insurance at the time) launched Sonnet Insurance. As a primarily B2B business that leveraged the traditional broker channel, the goal of Sonnet was to access the direct B2C market. What set Sonnet apart from its multi-channel competitors at the time, was the 100% self-serve digital platform (from quote to purchase) and use of analytics to offer straightforward insurance solutions for tech-savvy consumers.

Solution:
In developing the Sonnet Insurance digital quote and purchase product flows with Deloitte Digital, our goal was to make insurance accessible by simplifying and educating customers in language they can understand. It was integral to work with internal product, underwriting and legal teams, as well as provincial insurance regulators to make sure that my copy was still accurate.

As the content lead for the project, I collaborated on product wireframes, developing microcopy for field labels, tooltips, errors, and buttons as well as simplifying complex insurance coverage options and descriptions to optimize the user experience.

Results:
Sonnet Insurance was Canada’s first fully online home and auto insurer – a game-changer for the industry. A year after launching, Sonnet Insurance was recognized as the 2017 People’s Choice Insurance Canada Technology Award for simplifying the insurance purchase experience and empowering customers to make informed decisions. Economical also received the 2017 Guidewire Innovation Award for launching Sonnet with a back-end environment that delivers fast, fair and reliable technology and a consumer interface that is simple and streamlines the quoting process.