Skip to main content

The AXA Insurance Advertisement is Very Wrong

The AXA advertisements "Born to Protect" (https://www.youtube.com/watch?v=rXpoO_tMSSQ) about how it was able to process a claim for a consumer who had a car accident even before the consumer file a claim had been going on for quite awhile.




Everyday I pass in front of Time Square in Causeway Bay, the most expensive piece of real states in Hong Kong, I saw it.

If your story does not WOW, or Ops, or OMG

Or there is not enough time for your to tell a WOW/OPS/OMG story.

... ...

One Day, I stopped to watch it.

And I am confused.

A list of question comes across my mind:

How comes the newspaper is faster than the client?

How much percentage of these accident is covered by a newspaper?

How much is the possibility that an agent happen to read this piece of news and s/he is also the person in charge of the client account?

All in all, what is the odds that such a story is true?

And to a UX person, how the target customer can possibility associate the story with themselves, or quickly understand the message it is trying to convey.

I don’t think they can.

Because the case is too strange and rare to allow them to make a connection.

Well, who cares about talking a common case?

Say,

I had a car accident, i take 3 photos of the damaged parts of my car, a AXA staff looks at my photos, i get the money in my account to fix the car.

That is boring.

Well, you know.

PEOPLE’S LIFE ARE BORING!!

ACCIDENTS ARE BORING!!

AND..

IT HAPPENS!!

Tell a realistic story.

Know your customers and what their concerns are.

Tell them how you can solve them.

Be boring is okay.

It is better than be irrelevant.



































Popular posts from this blog

4 Techniques to Make Your UX Review Meetings Successful

As a product manager, I often need to sit down with the executive management team to get their feedback on the new designs. It can be a frustrating process and many times I found that I cannot get things down in the time I am allowed to have.
Nevertheless, not having the sign-off from management is terrible for the team, we face high risk of having to re-work (yes, we always need to re-work, but it feels better if it is an improvement), schedule get delayed etc.
Over my 200+ review meetings, i've came to understand the reasons and learnt skills on how to stir the meeting towards an efficient completion, and I want to share them with you.
There are 4 key reasons of an unsuccessful product review meeting: 
1. Audience Lack the Background Knowledge: especially when introducing a new function, executives don’t know what they are looking at, or how the end users will be using such function, you may have sent the presentation before and again in the meeting invite, it doesn’t matter;

2. T…

What Changes will Machines Bring to us - As Employees

Machine learning to the employment has been a topic in debate. Darrell West, in his paper titled "What happens if robots take the jobs? The impact of emerging technologies on employment and public policy” suggested a list of actions government should take to ensure people whose job has been replaced by machines can live a decent live. The general sentiment seems to suggest a turbulent era as work force transform.

Growing up in China during the time of State owned enterprise reform, I had real experience living through the time of large group of people being laid off because the jobs were suddenly gone. My parent’s generation had to learn new skills for a completely new industry at their 40s and 50s. Few of them made it and even became millionaire, many of them didn’t and the family suffered a lot. I followed the news of Detroit Car manufacturing industry lapse and it shows familiar traits. The fact is, jobs come and go all the time, employee as a group will constantly adapt while …

21 Tops on How to Write a Successful Blog

Hubspot and General Assembly came together to offer a 10 week planner for successful blog. The type of blog discussed in this plan are corporate blogs used to bring people to the site and explore what the company is doing, potentially generate a lead.




Identify Your Target Persona: talk to sales team and research contract dataStart Building Evergreen Content: start with evergreen contents that stay relevant though time; do keyword search to see what people are searchingChoose the Right Content Management Tool: a good tool is easy to use and allow users to track metrics such as conversion rate, page view, and where traffic come fromDesign Your Blog: consistent layout; Focus on Your Content Strategy: basically it is depending on what you wantSet Subscriber Path: there needs to be a workflow for emailing the subscriber, a subscription form and an unsubscribe form. Hubspot is towards the "don’t email your subscribers too often” group while I also heard UI Breakfast Jane Portman talked …