Consumer View 2.0
The insurance policy purchase interface was outdated, leading to a declining conversion rate and significant drop-offs on key pages. To address these issues, we needed to implement a functional update and a comprehensive UX overhaul, streamlining the user flow to enhance the experience and reduce lost opportunities.
Problem
The purchase funnel faced several critical challenges that hindered the user experience.
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Elements were inconsistent across the experience, creating confusion and a lack of cohesion.
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Inputs and components were overly complex, while certain non-standard UI elements behaved unpredictably, deviating from user expectations.
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The overwhelming display of information for each plan further added to the frustration, making it difficult for users to digest and compare options.
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Navigating through the flow was a cumbersome process, compounded by poorly organized pages that felt unmanageable.
These issues collectively made the purchase journey daunting and in need of significant improvement.
Research
To gain a deeper understanding of these challenges, I utilized a variety of resources to ensure a successful approach.
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Compared the visuals of the current purchase funnel with competitor designs and standard UI practices.
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Collaborated with Progressive Insurance, reviewing their conceptual designs for a policy purchase funnel.
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Used Heap Analytics to create reports and quantify pain points in the user journey.
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Leveraged FullStory to observe real user interactions and identify bottlenecks in the flow.
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Conducted A/B testing and functionality testing using VWO.
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Analyzed user pathways to understand how they arrived at the landing page.
Design
The initial designs originated from concepts provided by the Product team and IT. However, it became clear that a more significant departure was necessary to address user needs effectively. When the concept flow from Progressive was introduced, it provided a stronger baseline to build upon, serving as a foundation for more innovative design solutions.
At a high level, the design process followed these steps:
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Sketches to roughly determine user flow and layout.
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Low-fidelity wireframes.
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Significant layout adjustments with a stronger focus on mobile devices.
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Extensive iteration to refine designs.
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Creation of a style guide tailored to this specific product.
Refine
In addition to design iterations and regular reporting, significant effort was dedicated to enhancing the product we aimed to deliver.
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Designed high-fidelity wireframes to provide stakeholders with a clearer vision of the final product.
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Built functional prototypes in Adobe XD to demonstrate intended functionality.
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Conducted user testing and interviews to identify overlooked UX/UI issues.
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Future-proofed the product to allow for easy updates and alignment with evolving UX practices.
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Collaborated with IT to develop a comprehensive design and functionality guide for seamless implementation during development.
Conclusion
This project began with a team of three designers but quickly transitioned to a solo effort. Taking ownership of the entire process—from initial sketches to developer hand-off—proved to me that I could manage every aspect of the design journey effectively.
Throughout the project, I gained valuable insights and improved not only my design skills but also my understanding of business-focused processes. The meetings and presentations I led were instrumental in keeping stakeholders informed, fostering collaboration, and incorporating their ideas into the final solution.
The outcome was a modern, streamlined user experience that enhanced customer satisfaction and drove a noticeable increase in conversion rates. Additionally, the project showcased the full potential of the UX team, elevating its value within the organization.
This experience was a turning point for me, helping me overcome impostor syndrome and reinforcing my confidence in my abilities. While I remain committed to learning and growing, this project affirmed that I am a valuable contributor to any team.
