Problem
The initial onboarding process employed an off-the-shelf approach that had been utilized in other products. Subsequent to conducting usability testing, user interviews, and competitive benchmarking, we pinpointed significant frictions in the user experience.
1
Drop-off risk
User drop off during onboarding given they don’t know upfront what information is needed to complete and why
2
Extensive onboarding
Too many steps in the onboarding to get a quote and not enough context about how long it will take
3
Transparency
Ineligible businesses don’t know why they are not eligible
a multi-platform approach
Solution
We believe that by speeding up the time to get a quote the user will be more likely to purchase a plan which will increase conversion and increase quote requests
App
Web
Business users spends most of their time managing their business on desktops which lead to a web solution
Results
1
Reduced time to get a quote
2
Over 500 quotes requested
3
120 policies sold weekly
Process
Approaching the insurance sector, traditionally underserved and marked by numerous incumbents, required a first-principles mindset. As a UX designer, navigating relationships with third-party stakeholders and insurance underwriters was pivotal to simplifying the quote request process, aiming for efficiency by minimizing the required information
Investigating the problem space
Conducted user interviews with SME’s to understand users journey when purchasing business insurance
User expectations
Businesses have different needs for insurance
AHA moment
Business users want to get an initial quote as fast as possible as they go through multiple insurance providers
USER JOURNEY
When purchasing business insurance users explore multiple quotes before making a decision
All in one place
Users prefer to have all important documents in the app and ready available
Competitive analysis
Benchmarked against many other insurance solutions to identify advantages
usability testing
Tested initial onboarding with users to identify main pain points
Progressive roll-out
Set of users
Measure and improve
continuous improvements until full roll out
Ideation
Multiple solutions
Release & iterations
Initially we target a subset of UK businesses that were eligible, progressive releases allowed us to quickly tests solutions, measure and iterate before full release.