ZA Internet Insurance Company Development And Design Of Auto Insurance Products

In recent years,the "Internet plus" concept is gradually accepted by the public.The auto insurance,which is designed for motor vehicles and is popular in the traditional market,is also influenced.The insurance regulator initiated the auto insurance reform in 2012,after that insurance companies began to proactively propose various differentiated car insurance innovation product.In this situation,as a newcomer in the auto insurance market,ZA Internet Insurance Company Limited(hereinafter referred to as "ZA Insurance")also needs to think about how to take advantage of the opportunity and take up a better position in the red sea market – the auto insurance market.Based on the theory and results of the investigation,the paper gradually stated and demonstrated how to analyze potential user demand and design a new insurance product.In the end,the paper proposed a creative and auto network based and daily-charged insurance product.The characteristics and innovation of this paper are reflected in the following three aspects.First,digging out the demand of car drivers by literature research method,investigate and analyze method.Beginning from the customer questionnaire to analyze user demand,to know about the characteristic and pain point of this group,to analyze how to meet the basic needs of the target population,and at last find out the essential demands of the users through the combination analysis method.Second,combined with the situation of auto insurance market and customer needs,it is creatively proposed in the paper that the "Internet plus" mode of car insurance product: daily charged car insurance,instead of existing annually charged ones.This product proposed in the paper combined with the vehicle recording equipment,compared with other the existing product,it has more interactive and higher frequency,charges fees on the actual usage,and creatively could prevent customer reverse selection.Third,the paper designed the purchase process of this network auto insurance based on the theory of UCD and user experience as well as combined with usability analysis.The paper is a self-examination for traditional insurance companies,and an exploration and attempt for the design of Internet based auto insurance products.Finally,the paper is also a good reference for product developing practitioners in traditional companies because it took the interactive process and product prototype as an example by combining the theory and practice.