With a renewed focus on customers, Allstate realized a key overlooked area of communication was insurance policies themselves. Over years of increased regulation and complex legal language, policies had become overly verbose and downright off-putting. A series of microsites were designed to help customers understand their policy details. Complicated insurance concepts were made easily understandable with simple illustrations accompanied with pop-up explanations — all designed to calm rather than alarm, inform versus overload.
Additional collateral included handbooks that were distributed with policy mailings and also made available at Allstate Agencies nationally.