Top US Auto Insurance Mobile Properties Studied by Key Lime Interactive - State Farm Insurance Ranks First for Best Mobile Site, USAA Ranks First for Best Mobile App

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Consumer Preferences and Best-In-Class Features Identified And Incorporated Into Key Lime Interactive’s Mobile Grading System

The ability to submit bill payments, view their detailed policy information, and enter detailed accident information including photos, scene details, date, etc. are reported to be the elements that mobile auto insurance property users rank most critical. Acquisition of a price quote without the need to submit sensitive personal information is also preferred. Companies who exhibited these features in a visually appealing, intuitive and highly useable way received the best overall scores in a recent report.

These results, along with additional details, were announced by Key Lime Interactive (KLI), a leader in mobile experience testing, after the completion of a second iteration of their renowned competitive review of the leading U.S. Auto Insurance companies. In this November 2011 release of the study, State Farm took first place for Best Mobile Website, while in the Best Mobile App portion of the study USAA came in first. The entire study and/or associated annual subscription are available for immediate purchase. To request more information please visit:

Additional Report Information

KLI’s Auto Insurance Mobile Heuristics were used to determine the overall score and ranking of eight (8) carriers including State Farm, Allstate, GEICO, Progressive, Nationwide, Travelers, USAA and Liberty Mutual. These heuristics consisted of a combination of a capabilities assessment, comparative feature ranking and overall user score and ranking.

“The feedback from users can be regarded as the most critical component of the study” says Eugene Santiago, lead KLI researcher for this report series. “The methodology first aimed to understand, using consumers’ self-reported preferences, which features and tasks were must-haves when it came to interacting with the mobile property. These identified features were then placed into tiers to highlight their importance. Finally, these tiers were used in the algorithm used to tabulate the final scores.”

KLI recognizes the importance of aligning business-centric goals with consumer-centric needs to produce winning solutions and makes this a core component to all deliverables. This incorporation of user feedback is a primary component for this and all studies across various industries ranging from finance, retail, hospitality, etc.

Additionally, the expert contribution to the report pushes the carriers to consider ways to improve their offering by identifying and prioritizing areas that can be improved in general and for each specific property. “Our best-in-class highlights and the listing of available opportunities that we’ve identified for the carriers is another point that receives a great deal of attention. The carriers can compare this with their own research or use it as a starting point for future strategic planning” reports Santiago.

All mobile property assessments included are as of November 16, 2011. This included the recent updates of the USAA and GEICO apps. The next iteration of the study will be available on Friday, March 30, 2012 and will include any user preference changes by collecting new user data as well as the improvements or changes for all listed carriers as compared to the November assessment. Contact Key Lime Interactive to purchase either report.

About Key Lime Interactive: KLI is a customer experience research agency with proven excellence in both quantitative and qualitative user and consumer testing. To serve our growing client list of Fortune 100 companies, we conduct competitive research, true intent / voice of customer studies, and prototype studies using quantitative methods. Additionally, we're experienced in moderating one-on-one interviews/ usability studies, focus groups, and eye-tracking studies. Ultimately, our goal is to empower teams to use consumer/user experience data at any and all phases of product development; from strategy to implementation. We aim to provide the true perspective of target users and build exceptional consumer-driven solutions.


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Jennifer Knodler
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