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Report: Insurance UX Best Practice for 2016

Laura Martin
Reading Time:
3 minutes

The past twelve months have seen continued enhancement of online insurance user experience and insurance aggregators have continued to trailblaze ahead of direct insurance providers (with a few notable exceptions).

In the first part of this report we compare the user experience of eight insurance providers alongside four key insurance aggregators. Dock9 commissioned detailed heuristic reviews for each of the following processes; Application, Quote, Add-ons and Payment. Based on this research we highlight examples of companies excelling at online UX alongside those that “could do better”.

Our UX Team has used our heuristic review process to review all 12 companies. Using this process, we ensured that all reviews are consistent as possible. 

The review was divided into 4 key areas:

  1. Application
  2. Quote
  3. Add-ons
  4. Payment

Each key area was reviewed against a set of 6 heuristic categories (with a total of 52 individual review points):

  1. Layout
  2. Navigation & UI
  3. Data Entry
  4. Help & Validation
  5. Visual Design
  6. Accessibility 

The report contains graphical highlighting of good and bad practice, a summary of "best practice" and "could do better" for each area and radar charts. We also pick out the No. 1 insurance company and No. 1 insurance aggregator website from a UX perspective.

Some summary findings are below:



Application Process

The application page(s) are the first stage of the quote & buy journey where users will enter their personal information to generate a quote.


Quote Process



The section that enables users to purchase additional levels of cover or additional benefits.



The payment/confirmation page(s) are typically the last stages of the quote & buy journey, where a user will purchase their policy.


We then turn our focus to what we think will be the key trends and innovations in 2016; including intelligent use of data, personalisation and apps. An overriding theme is that more and more data is becoming directly available to insurers, be it from wearables, apps or government databases (particularly in the motor industry). We believe those companies that leverage these most successfully will be those that focus on using them with one clear purpose: simplicity for the end user.


To learn more about user experience for the insurance industry, or commission analysis of your own website, email us at or call 0207 977 9230.

Laura Martin
Laura Martin is Event Manager at Dock9, having previously worked in the financial sector for 15 years including at the Bank of England, Northern Trust and BNP Paribas