Auto Insurance Quote
Auto Insurance Quote
Streamline end-to-end experience to help GM vehicle owners customize and purchase their auto insurance plan.
Streamline end-to-end experience to help GM vehicle owners customize and purchase their auto insurance plan.
Project Brief
Project Brief
The auto insurance quote feature enables GM (General Motors) customers to apply for an auto insurance plan. I was responsible for simplifying the end-to-end user experience to reduce the high drop-off rate and improve user satisfaction. This included optimizing the experience across the mobile app, mobile web, and website.
The auto insurance quote feature enables GM (General Motors) customers to apply for an auto insurance plan. I was responsible for simplifying the end-to-end user experience to reduce the high drop-off rate and improve user satisfaction. This included optimizing the experience across the mobile app, mobile web, and website.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
Impact
Impact
✦
New quote product boosting business growth
New quote product boosting business growth
✦
Reduce 38% drop-off rate at the first stage
Reduce 38% drop-off rate at the first stage
✦
New UI pattern was applied to 2 other products
New UI pattern was applied to 2 other products
Timeline & Status
Timeline & Status
3 Months, launched
3 Months, launched
Project Contributors
Project Contributors
Product Designer II (My Role)
UX of AVP (Supervision)
Product Manager
Product Owner
Content Designer
Design System Team
Engineering Team
QA
Product Designer II (My Role)
UX of AVP (Supervision)
Product Manager
Product Owner
Content Designer
Design System Team
Engineering Team
QA
Background
Background
What is auto insurance quote?
What is auto insurance quote?
Devices
Devices
Mobile First, desktop after.
Mobile First, desktop after.
More than 90% of consumers access to the quote by using mobile device. Therefore, I designed the mobile web interface first.
More than 90% of consumers access to the quote by using mobile device. Therefore, I designed the mobile web interface first.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
Project Goal
Project Goal
Encourage consumers to complete the quote process and purchase the insurance plan.
Encourage consumers to complete the quote process and purchase the insurance plan.
Deliverables
Deliverables
✦
End to end process that solves high-drop off.
End to end process that solves high-drop off.
✦
New UI pattern that aligns with the new design system.
New UI pattern that aligns with the new design system.
✦
Unhappy path that considers edge case and error case.
Unhappy path that considers edge case and error case.
Problem
Problem
losing consumers at different stages of using the quote service.
losing consumers at different stages of using the quote service.
Challenge #1
Challenge #1
It's difficult to understand why users left the quote based on a hypothesis and drop-off analysis only.
It's difficult to understand why users left the quote based on a hypothesis and drop-off analysis only.
Challenge #2
Challenge #2
There's no time to validate the hypothesis by conducting user interview.
There's no time to validate the hypothesis by conducting user interview.
The project already delay so we have a time consuming. Unfortunately, it's hard to conduct any usability testing or user interview to validate our assumptions.
The project already delay so we have a time consuming. Unfortunately, it's hard to conduct any usability testing or user interview to validate our assumptions.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
Research
Research
I analyzed the designs and consult teammates to understand the product and consumers.
I analyzed the designs and consult teammates to understand the product and consumers.
Since I just joined the team, the first thing is understanding how the product works, what is the design direction, and talk to team members to gather any insights about our consumers.
Luckily, Me and UX of AVP have not used the product before because both of us just joined the team. We can more easily identify blind spots in the design.
Since I just joined the team, the first thing is understanding how the product works, what is the design direction, and talk to team members to gather any insights about our consumers.
Luckily, Me and UX of AVP have not used the product before because both of us just joined the team. We can more easily identify blind spots in the design.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
What did I learn?
What did I learn?
Lose patience with long content and complex process
Fill out personal information without understanding the service first.
Cannot imagine the next step.
Design highlights
Design Solutions & Principles
Design Solutions & Principles
Step-by-step guide that minimizes information and questions presented at each stage.
Step-by-step guide that minimizes information and questions presented at each stage.
Clear process tracker
Clear process tracker
A process tracker gives users a clear view of the entire journey.
A process tracker gives users a clear view of the entire journey.
Less content, but long process
Less content, but long process
Displaying a few questions at a time to reduces cognitive load.
Displaying a few questions at a time to reduces cognitive load.
Clear visual hierarchy
Clear visual hierarchy
Increase visual distinction through font size, weight, and spacing to ensure content is easier to scan and understand.
Increase visual distinction through font size, weight, and spacing to ensure content is easier to scan and understand.
Design Improvement
Design Improvement
I improved the quote journey to reduce cognitive load for consumers.
I improved the quote journey to reduce cognitive load for consumers.
Feature Highlights
Feature Highlights
Guide consumers to fill out quotes and purchase insurance plans effortlessly.
Guide consumers to fill out quotes and purchase insurance plans effortlessly.
Provide a clear process tracker.
Provide a clear process tracker.
Why?
Transparency builds credibility for companies. I designed a process tracker to help consumers understand the core process, giving them a clear view of the next steps and the overall journey.
Transparency builds credibility for companies. I designed a process tracker to help consumers understand the core process, giving them a clear view of the next steps and the overall journey.
Minimize content on each page.
Minimize content on each page.
Why?
I minimized the number of questions per page. This approach encourages consumers to complete the process without feeling overwhelmed by too many questions at once.
I minimized the number of questions per page. This approach encourages consumers to complete the process without feeling overwhelmed by too many questions at once.
Design Trade - Off
Optimize design to highlight key selling point.
Optimize design to highlight key selling point.
Enable consumers to view discount page right away.
Enable consumers to view discount page right away.
Why?
I adjusted the placement of the discount page within the user flow, moving it earlier to attract users and encourage them to proceed based on the business stakeholder's feedback.
I adjusted the placement of the discount page within the user flow, moving it earlier to attract users and encourage them to proceed based on the business stakeholder's feedback.
Overcome technical constraints.
Overcome technical constraints.
Click " Refresh Price" to update estimated monthly premium.
Click " Refresh Price" to update estimated monthly premium.
Why?
Why?
After discussing with the engineering team, I created the “Refresh Price” button because it’s needed to update the price and let users continue due to the technical constraint.
After discussing with the engineering team, I created the “Refresh Price” button because it’s needed to update the price and let users continue due to the technical constraint.
Huge Success
Huge Success
85% of consumers love the new design, but there's still a room to improve it.
85% of consumers love the new design, but there's still a room to improve it.
Consumer feedback
“ I found the process easier than on other sites because it asks for less information each page. “
“ I found the process easier than on other sites because it asks for less information each page. “
Consumer Feedback
" It can be quite painful to fill out all the information to get a quote, so having to fill out less is good as a someone doing the forms and getting impatient with how much time it can take. ”
" It can be quite painful to fill out all the information to get a quote, so having to fill out less is good as a someone doing the forms and getting impatient with how much time it can take. ”
Consumer Feedback
" I like knowing exactly where they are in each flow and how much further they have to go. ”
" I like knowing exactly where they are in each flow and how much further they have to go. ”
Received positive feedback from my colleagues about new quote design.
Received positive feedback from my colleagues about new quote design.
