PET (Persuasion, Emotion and Trust) Interviews – Uncovering Customers’ Motivations

While 18 years of usability testing at Progressive Insurance provided valuable information about what users “can do,” the next step in the User Experience evolution is to understand what consumers “will do” based on how emotionally engaged they are with a company and their products.

After training with an HFI (Human Factors International) consultant in early 2015 and conducting 33 hour-long, one-on-one interviews, Progressive’s UX research group analyzed the resulting “blocks,” “drives,” and “themes” to discover consumers’ real feelings and motivations for purchasing auto insurance and reaction to one of Progressive’s innovative ventures.

Sign up to learn more about HFI’s PET design™ interview & analysis method technique that builds on a foundation of trust to meet customer’s emotional needs through persuasive design.


Ann Culp and Jeff Janis, Progressive UX Research consultants

6:30-7:00 pm – Food & beverages
7:00-7:15 pm – UXPA Cleveland announcements
7:15-8:15 pm – Presentation

Directions and map to come.