NRMA/RACV Insurance Certificate Redesign

In 2002, IAG (Insurance Australia Group) decided to improve its general insurance Certificates for the NRMA, RACV, SGIO and SGIC brands. After years of incremental change, the Certificates had become cluttered and difficult to understand, resulting in high numbers of queries to call centres.

We tested the Certificates to see how well they could be used. We found that customers could not actually use the information on the Certificates to find out what they were or what to do with them. It was also difficult to identify the payment options, or understand any discounts that applied to their premium. Customers also assumed they had a ‘grace period’ and would be covered even if their premium was paid late, when in fact they were no longer covered once the policy had expired.

Based on this research we developed a task-orientated Certificate that utilises a set of easy-to-follow steps on the front page to explain to customers how to use and understand the document. The information is presented in the order that a customer needs it, with contract details starting overleaf and flowing uninterrupted to any pages that follow.

The new Certificate design has radically changed consumer behaviour. Since implementation, negative criticism of the Certificate has dropped dramatically, with customers commenting on how easy the new documents are to use. The steps we introduced have helped to prompt careful scrutiny of the insurance contract, with many customers upgrading their level of cover after realising they were underinsured. Payment amounts, payment options and discounts on premiums have become more apparent. And fewer customers are paying their premium late.

The design was runner-up in the 2004 AGDA Design Effectiveness Award.

Old Certificate with ‘clutter’

Re-designed Certificate with ’steps’