Arrive on homepage, via CURL or cookies

1. Broker: ‘Business Placer’ User Journey 1 – Get a quote As Ben is an Optimise level broker he’s familiar with Zurich’s product set and has a particular product in mind for his client who needs insurance for his chain of shops. He’s spoken with the client already about their requirements and he’s promised them he’ll provide them with a quote by the end of today. I want to get through this as quickly and seamlessly as possible Ok, where do I go next? That’s right, I need to click on “online business” My time is money - I need to get this quote quickly Great, that’s the information I need. I’ll send it through to my client now I know I can get an online quote for shop insurance but from memory I need to login first That’s the product I want Ben is 32 and is a senior broker in a regional brokerage. He specialises in SME insurance but also has corporate clients. Arrive on homepage, via CURL or cookies Logs in and is returned to homepage Clicks on “Online business” in top navigation Select ‘Shop, Office and Hair and Beauty’ Quote process opens in a new window Receive quote Actions Ben has become a lot more focused on adding value for clients in recent years, as he has noticed returning business and word-of-mouth recommendations. Given the trend towards business shopping for insurance online, It is essential for Ben to be able to obtain quotes and information quickly in order to match the convenience of the online experience. • A clear and easy starting point for getting a quote • Easy access to login area for returning visits • Prominent link to obtain an online quote • Clear list of products to select from • Ability to view more information about a product • Form best practice • Access to help if they have additional questions • Clear quote details • Access to help if they have difficulties logging in • Ideally returned to page they were previously on before login Needs • May also arrive on default Zurich BZ homepage Could alternatively select a product from the homepage trade online section or browse via a product page & request a quote from there. Alternatively the broker might select a particular product from within the ‘trading online’ section on the homepage • Business requirement to prominently display newsletter sign up and cross sell and up-sell related items Considerations

2. Broker: ‘Business Placer’ User Journey 2 – Get product information Ben would like to double check his client would be covered for damage to their shop awnings with the Shop Insurance product. He wants to quickly find the answer to this question, and then print off and send the policy document to his client. Ok, where’s the detail about the coverage? Right, where’s that product again? That’s what I need to know Where can I quickly see what is covered and what is excluded? Ben is 32 and is a senior broker in a national brokerage. He specialises in SME insurance but also has corporate clients. Print off policy document and send to client Arrive on homepage, via CURL or cookies Product information page View policy document Actions • Overview of the key policy facts • The ability to view the full policy document • Link to request a quote online if available • Commonly asked questions • To know Zurich’s expertise in this area Ben has become a lot more focused on adding value for clients in recent years, as he has noticed returning business and word-of-mouth recommendations. Given the trend towards business shopping for insurance online, It is essential for Ben to be able to obtain quotes and information quickly in order to match the convenience of the online experience. • Easily scannable document • Ideally ability to view key details on the site before downloading a PDF • Ability to print and email the policy document • Branded or white labelled • The ability to quickly select the product needed Needs May also arrive on default Zurich BZ homepage How do users want to browse products (web analytics indicate product Finder used a lot) • Link to newsletter sign-up is a business requirement Considerations

3. Broker: ‘Business Placer’ User Journey 3 – Speak to someone Ben would like to speak to Zurich about customising a product for his client who has complex needs. (Note that alternative scenarios could include making a claim and requesting a quote.) I want to speak to someone quite specialised, so hopefully this will give me the right person. If it doesn’t then I wouldn’t trust it again Interesting, they’ve got a contact finder application. It looks a bit time consuming to install now but it should make things quicker in the future It’s a pity I can’t use the same login details as on the site, but I only have to provide my details once I just need a number, quickly Ben is 32 and is a senior broker in a national brokerage. He specialises in SME insurance but also has corporate clients. Search for relevant team and person Arrive on homepage, via CURL or cookies Contact us page Download and install contact finder, and provide broker details Actions • Clear search options • Up to date contacts • Streamlined process in future once installed Ben has become a lot more focused on adding value for clients in recent years, as he has noticed returning business and word-of-mouth recommendations. Given the trend towards business shopping for insurance online, It is essential for Ben to be able to obtain quotes and information quickly in order to match the convenience of the online experience. • Easy download and login process • Prominent link to contact finder/page • Clearly articulated benefits for installing and using the contact finder • Clear link to install Needs • Note contact finder is only for Optimise and Elite 100 brokers. Other brokers would follow a different journey. • User may already have the contact finder installed, in which case they may open this directly and not visit the website. Considerations

4. Broker: ‘Business Placer’ User Journey 4 – Read comms content Ben has received the latest Zurich Broker Zone email tailored to Optimise level brokers. He sees an article on real estate that he’s interested in finding out more about. Hmmm... That might be of relevance to my client This is very relevant and timely. I can see that Zurich have a lot of expertise in this area. Another interesting article Ben is 32 and is a senior broker in a national brokerage. He specialises in SME insurance but also has corporate clients. Receives email and clicks on a link Article detail page Views related Insider article Actions Ben has become a lot more focused on adding value for clients in recent years, as he has noticed returning business and word-of-mouth recommendations. Given the trend towards business shopping for insurance online, It is essential for Ben to be able to obtain quotes and information quickly in order to match the convenience of the online experience. • Again, detail around how this applies to him and his clients. • Content that’s relevant to him and his clients • Clear link to further information • Ability to view details of articles without having to login • Further detail, including how this might affect him and his clients and insurance policies they hold Needs • Note - need to clarify how access to the Elite 100 and Optimise content is managed • Showing related articles and products would be ideal Considerations