Car Insurance quote application

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OVERVIEW

Problem:

  • There was a high drop off rate within the Suncorp Car Insurance application

  • The hypotheses was that the application appeared complicated and lengthy, so users did not have the confidence to complete it.

Opportunity:

A simpler and more intuitive design would increase the user’s understanding of questions, and completion of the application

My role:

  • Co-facilitate discovery workshop, hi-fidelity UI designs

  • Collaborate with UX designers, Content Writer, and Product Owners to redesign the application

DESIGN PROCESS

Kick-off workshop

I co-facilitated a design workshop with stakeholders to align on the project outcome, and ideate on how might we simplify and humanise the online application experience.

User flow

We identified the high-level flow of sections, and identify which key pages were required to optimise.

UI DESIGNS

Initial questions screens

I collaborated with other UX designers to break up the work. The initial brands that we started on was AAMI Insurance and Suncorp Insurance. I provided input throughout the process, and had a main lead on the quote summary page across all brands, and on the stylguide implementation for Suncorp Insurance.

  • Moving away from having multiple questions in a long form format. Only showing one question per page, to reduce cognitive load.

  • Using an avatar photo of a call centre consultant, to tie in with the new conversational language and humanising the experience.

  • Working with content writers to incorporate more user-centric and conversational language.

  • Introduce helpful tooltips where extra information was required.

  • Worked with the styleguide team to implement the appropriate UI patterns.

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Quote Summary Page

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RESULTS & LEARNINGS

Result: 

  • A/B testing resulted in a Buy complete uplift of 15.19% (99.84% confidence), meaning an uplift in GWP of $904,300 for the remainder of the FY

Next steps:

  • Rolled out the project incrementally across other Insurance brands. I was involved in the implementation on APIA Insurance.

  • Scaling the approach to Home Insurance products.

Learnings:

  • Having a mature design system significantly improved efficiency in scaling the project across multiple brands. Learnings from AAMI insurance could be taken to Suncorp, APIA, and GIO.