Online Insurance quoting

My UX role

UX lead and facilitator of lean UX design process for home quote reinvention and auto quote optimization initiatives. Key roles include: facilitating hypothesis and scenario mapping UX workshops, leading the research efforts to ensure product success and providing creative direction for the overall visual look and feel of Farmers quoting products.

Home insurance reinvention

Define User and Business Goals

The goal of this effort is to increase quote competes for home insurance on Farmers.com and reinvent the end to end customer experience and digital product.

Analyze analytics and Benchmark KPIs

• Drop off rates per page and step of the home quote flow

• Overall quote conversion rate

Facilitate UX workshops

I facilitated two UX workshops at the beginning of the design process. I guided IT directors, developers, product owners/managers and fellow UX designers through part of the Lean UX process.

• Hypothesis Workshop - Team Brainstorm Exercise

• Scenario Mapping Workshop

Rapid Prototyping

The UX team create five different UX direction and build each one into an interactive InVision App prototype. Here are few examples of the prototypes I conducted user testing for.

• https://invis.io/K2100EJ1PC6H

• https://invis.io/2C100EJ6HR9W

• https://invis.io/25100EJCAUZJ

User Research

I planned and executed a research study which included exploratory interviews and usability testing competitors home insurance quoting products. Second, I usability tested our current home insurance online quote’s user experience. Also, I conducted 5 usability studies with 5 participants in each of them to test all 5 concepts with separate participants. Moderated 35 usability test session to validate our hypothesis as true or invalidate them as false for each prototype. The concept that had the most true hypothesis was chosen as our UX direction. I further testing the chosen UX direction and the team iterated the UX designs after each iterative usability test.

Affinity map user research insights

The team worked together to map and organize the user research notes into themes to create meaningful insights. These meaningful insights informed our UX and Design approach.

Journey Mapping

What stood out the most from the research was that different types and ages of insurance prospects had different purchase journeys.

The key difference was that millennials read a lot of online reviews about insurance companies and/or insurance agents before they decide to purchase a home insurance policy online.

Generation X and Baby Boomer generations preferred to set up an appointment with an agent or talk to someone directly before purchase their home insurance online or through an agent.

Team chooses final UX flow and visual design concept

We took the final UX flow and design concept that was supported by user insights from our research. We iterated on that design with more usability testing until no usability issues were found. This is how we polished the product into a overall positive user and branded experience.

UX/Developer Collaboration and handoff

• Developers and IT leaders where involved throughout the UX process during key UX activities, including:

  • UX workshops I facilitated at the beginning

  • During UX research sessions they would listen in and take down notes of their observations

• Final UX flows and designs were uploaded to Zeplin and shared with Developers

• The UX team has developed a Design System and are collaborated with developers to code reusable components

Business results

Drop off rates

• Drop off rates from the first page of the flow to the second page significantly dropped.

Overall Quote Conversion Rate

• Conversion rate for quote completes went up noticeable. (Actually numbers not provided due to their confidential nature)