Paul Morin

From a stack of sweeping regulatory changes to a simple customer handout

You're looking at a handout printed for auto insurance customers of State Farm Insurance in the state of Wisconsin. It's a perfect illustration of the strengths I can bring to your company or project.

Awhile ago Wisconsin introduced a sweeping set of new auto insurance laws. It was an extremely complicated bundle of laws. State Farm agents were worried they going to be spending all their time explaining the changes to policyholders.

Corporate Underwriting sent a bunch of documentation.  Only underwriters could understand it.

I proposed a handout--a simple handout that anyone could understand, not just people who live and breathe insurance.  It took awhile to convince the lawyers this was worthwhile. It took even longer to get the text approved--sentence by sentence.

Here are the things that make it unique: 1) Each specific new law is stripped down to the simplest, most straightforward words. That's the main paragraphs. 2) Each law references a clear definition of the coverage. Most people don't know insurance details in and out ("Is financial responsibility for my injuries or someone else's?") That's the italicized paragraphs on the left. 3) Each entry also includes a simple description of what the situation was before the laws, because the auto insurance premium of every driver in the state was going up, and people would want to know why. That's the small print below the paragraphs.

I also worked with IT to set up an intranet help site dedicated to the auto insurance laws. I updated it daily, as new information and clarity regarding the laws was channeled my way from legislators, lobbyists, lawyers, and underwriters. You can see a sample of that on the My Portfolio page.

Making the complex simple. Because clarity builds trust, and trust keeps users coming back.