The new insurance buying experience
We reinvented the term insurance buying experience, combining a seamless digital experience with real-time human advisor support, so users can learn, compare, and choose the right plan.
Why explaining term insurance is difficult?
Many people expect term insurance to provide returns like an investment. Advisors explain the trade-offs between different plan options, including return-of-premium plans, and help users understand where their money can create the most value.
Beyond this, users also need guidance on choosing the right cover amount, policy term, and add-ons. Explaining all these concepts in a simple and engaging way is one of the biggest challenges in the term insurance buying journey.
How ditto is selling insurance now?
Gap: Lost focus during phone calls
Advisor calls usually last around 30 minutes. Today, people get distracted easily and have shorter attention spans. Since the conversation happens only over a phone call, it is hard for customers to stay fully focused, and advisors have limited ways to keep them engaged.
The aftereffects
Without full customer engagement, advisors found it harder to communicate the value of insurance and convert leads. Customers also missed important concepts, felt confused, and struggled to make informed decisions.
Ditto’s first solution
To make consultations more engaging, Ditto started conducting calls over Google Meet instead of relying only on phone calls. Advisors used PowerPoint presentations to visually explain complex term insurance concepts.
What we observed
We reviewed multiple consultation recordings conducted over Google Meet to understand how advisors explained term insurance using PowerPoint presentations.
While the addition of visuals was an improvement over phone calls, we noticed that the experience still lacked meaningful interaction between the advisor and the customer.
Why wasn't this enough?
Although visual slides improved understanding, the experience was still one-way.
- Slides were static.
- Customers could only watch.
- Comparing plans was difficult.
- Users couldn't interact with the information.
- Advisors still had to do most of the explanation.
The Opportunity
The presentation solved the visibility problem, but not the engagement problem. Instead of making customers passive viewers, we thought what if they could actively interact with the information while the advisor guided them?
The Direction - making it interactive
Instead of showing customers a static PowerPoint presentation, we wanted them to interact with the information while the advisor guided the session. The advisor controls the flow, while the customer explores concepts, compares plans, and understands insurance in a simpler way.
Breaking Down the Consultation
To make the consultation easier to follow, we broke it down into a series of guided steps. Each section focuses on a single topic, allowing advisors to explain concepts clearly while customers actively engage with the experience.
Two Interfaces, One Experience
We built two separate interfaces—one for the advisor and one for the customer. The advisor controls the session, while the customer gets a simple, interactive experience.
Advisor Experience
The advisor interface is designed as a control panel. Advisors can navigate between sections, select screens to present, and see exactly what the customer is viewing. They also have quick access to tools for sharing quotes, plan PDFs, and WhatsApp.
Customer Experience
Customers follow a guided experience while the advisor controls the flow. On selected screens, customers can interact with the content as the advisor explains concepts and answers questions. This makes the consultation more engaging, interactive, and easier to understand.
Diving deep into customer experience - 6 sections
The experience is structured into six sections, guiding customers through their insurance-buying journey. Starting with the fundamentals of term insurance, the flow gradually helps them determine the right coverage, evaluate policies, understand premiums, and choose a plan that fits their needs. Each section is designed to make complex decisions easier to understand and act upon.
01 Introduction
The introduction section helps advisors explain the basics of term insurance and why it is important. Instead of long paragraphs, the information is presented through simple visuals and minimal text, making it easier for customers to understand and stay engaged.
02 Questionnaire
To recommend the right term insurance plan, advisors need information such as the customer's age, health condition, smoking habits, education, and other eligibility factors. Since this is a lengthy questionnaire, we redesigned it to be more engaging by using avatars, simple interactions, and visual cues. Instead of passively listening, customers actively provide their inputs, making the consultation feel more interactive and hands-on.
03 Tenure and Cover Amount
To recommend the right term insurance plan, advisors need information such as the customer's age, health condition, smoking habits, education, and other eligibility factors. Since this is a lengthy questionnaire, we redesigned it to be more engaging by using avatars, simple interactions, and visual cues. Instead of passively listening, customers actively provide their inputs, making the consultation feel more interactive and hands-on.
04 Policies
To recommend the right term insurance plan, advisors need information such as the customer's age, health condition, smoking habits, education, and other eligibility factors. Since this is a lengthy questionnaire, we redesigned it to be more engaging by using avatars, simple interactions, and visual cues. Instead of passively listening, customers actively provide their inputs, making the consultation feel more interactive and hands-on.
05 Payment Configuration
To recommend the right term insurance plan, advisors need information such as the customer's age, health condition, smoking habits, education, and other eligibility factors. Since this is a lengthy questionnaire, we redesigned it to be more engaging by using avatars, simple interactions, and visual cues. Instead of passively listening, customers actively provide their inputs, making the consultation feel more interactive and hands-on.
06 Addons & Premium
To recommend the right term insurance plan, advisors need information such as the customer's age, health condition, smoking habits, education, and other eligibility factors. Since this is a lengthy questionnaire, we redesigned it to be more engaging by using avatars, simple interactions, and visual cues. Instead of passively listening, customers actively provide their inputs, making the consultation feel more interactive and hands-on.
