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Image by Vladyslav Tobolenko
I led a team to do UX research and design for a budget auto insurance company



  • Quote flow & heuristic audits

  • Created the mod guide for moderated and unmoderated interviews

  • Developed screener questions

  • Set up user testing in Userlytics

  • Interviewed all participants

  • Synthesized all 30 moderated and unmoderated interviews

  • Designed UI for prototype

  • Developed presentations for client review

Project Duration

7 weeks

Project Partners

Eve Lalonde

Melis Ogutcu

The Problem

The client was having trouble converting new customers. They had recently updated their insurance quote & purchase flow with a new design, and it had only made matters worse.​

Scope ​

  • Research why users were quitting the insurance quote & purchase process.
  • Design and test a better user experience in the quote & purchase process to ensure that UX is not a barrier in conversion.

Our Process ​​

Use research and audits to inform the design strategy
Conduct iterative design cycles
Test 2 options with users, and iterate for final recommendation
Image by UX Indonesia

Initial research methods & results

Research Methods 

Quote flow competitive audit
  • What questions were asked?
  • In what order were they asked?
  • How long did it take to purchase insurance? 
  • Were there barriers to purchasing?
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Heuristic audit of client's website & quote flow process
  • Identify performance ratings in various categories from task orientation to trust & credibility
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Secondary research about customers
  • Identify main customer pain points and needs 
  • Understand the insurance quote flow journey
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Accessibility audit
  • Assess overall accessibility of elements including color, type size, navigation, button size, etc.

Results from the research

Identified customer needs & journey map
Based on the data synthesized into our journey map, we identified 3 top customer needs for the new quote flow.

Ease of use

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Insurance Customer Journey Map.png
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Heuristic recommendations
I provided 9 heuristic recommendations, organized into 3 levels of impact: High, Major, and Minor.
Optimized quote & purchase flow
I organized the flow of questions into an idealized number of screens, optimizing for ease of use, sensitive questions, and accuracy of the initial quote.
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Accessibility recommendations
Based on accessibility best practices and standards, we provided numerous UI recommendations.

From these recommendations, we developed 2 prototype versions of a quote & policy purchase flow, which we tested with users

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Usability testing with Userlytics

Interview methodology

Screener questions
I developed screener questions for a demographic of low-income individuals between the ages of 18-65, living in specific states in the US.
20 unmoderated interviews
I designed a self-guided walkthrough of the prototype versions through Userlytics. Participants had to complete various tasks and try purchase auto insurance with either version A or B of the prototype. This gave us an unbiased usability test, and an honest reaction to questions asked in the flow.
10 moderated interviews
I created a mod guide and performed interviews with all participants through Userlytics. In addition to usability testing, I asked about what builds trust & credibility in auto insurance, what experiences they've had with competitors, and how they felt about the client. 
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Research Synthesis

Affinity Mapping
Timestamped and color coded by participant, I organized 10+ hours of recorded video into a written affinity map.
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Highlight reels
I organized highlight reels by similar emotional moments, such as feelings of trust, confusion, positivity, etc. This helped me quickly find quotes to reference, patterns of emotion along the flow, and easily prove reasoning behind design decisions to the client.  
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From the synthesis, we were able to pick the winning prototype version based on a few factors

We also incorporated more successful elements from the other prototype, and made tweaks to the UX based on the usability tests.

Time to completion

Visual interest

Maximized brand distinction

Final Deliverable: The power of storytelling in UX research and design

We embedded videos of real users beside elements in our final prototype to validate our design decisions. 

This helped us in two ways:
1) It proved to the client that the design was well received by users. It wasn't just us saying so, the client's customer was saying it for us! 

2) The client's fears of "expensive" research were overcome when they saw that their investment showed real, tangible results that enabled a better experience for customers.
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Priming the client for another project
We told the client that there was more UX work we could do to enable trust & credibility on their website.

We used comments about trust from users to support our recommendation for another project.
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High praise from the client
The client was extremely happy with the final recommended prototype. 
Regarded as the best UX case study at Indigo Slate
This project was elevated to the executive levels of our parent company, Zensar. Ajay, Zensar's CEO, highly praised this project as a major success. 
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