Transform customer experiences
Cowry conducted a behavioural audit to identify the psychological ‘friction points’ in the online quote process. They discovered that the intimidating language used during the eligibility criteria was daunting and created an overly formal experience for the customer. This meant that customers would often not read the criteria sufficiently and would apply even if not eligible for the loan, which had negative consequences down the line.
Cowry’s team of Behavioural Designers and Choice Architects rewrote the criteria to make it easier for customers to understand the information, create a more positive experience and reinforce commitment.
Two of the key psychological principles used to enhance the experience were:
Framing – all the criteria were reframed so the customer could answer yes, yes, yes.
Goal Gradient Effect – the questions started with the easiest to answer, giving customers a confidence boost and increasing commitment.
Affect - by removing intimidating language, and using softer, more approachable language customers were more willing to engage with the information
