Liberty Mutual
For this independent project, I took the initiative to redesign the online auto insurance interview flow to ensure fewer drop-outs. Liberty Mutual is one of the top online global insurers of multiple products which include auto, home and more. With thousands of users entering their funnel everyday, this company has a diverse range of global users.
Overview
Role
Front-End Developer, UX Designer
Duration
1 month
Tools
Sketch, InVision
Systems
Responsive: Desktop, Tablet, Mobile
While working on the auto insurance responsive app as a front-end developer, I noticed there were a lot of general design practices missing in the experience. Based on analytics data, I discovered that I wasn’t the only one dealing with the issues in the interview flow. There were a large amount of people dropping out from the interview before reaching the quote summary page where their price is displayed. My goal was to redesign the interview pages to reduce dropouts and create a user-friendly experience that made the quoting process feel shorter.
goal
Competitive research
I started my process by conducting competitive research, laying out flows of other auto insurance companies. One of the things I noticed is that each of the insurance companies had very similar questions and also similar process flows. Each company starts off by asking the user for their personal information before their vehicle information. These companies also have multiple pages in the interview making the process seem endless.
interview questions
By conducting user research of 10 users, I was able to uncover a lot of pain points that they are experiencing in the current interview flow using the following interview questions:
What would make you leave an interview process?
What are some of your top priorities when buying insurance?
Some frustrations while shopping?
How did you choose what you purchased?
Tell me about the last time you went shopping online.
What was your best shopping experience?
Tell me about the last time you shopped for auto insurance.
Where do you start your search?
How might we create a simple and user-friendly experience for users to reduce the amount of drop-outs before the quote summary page?
Hypotheses
By redesigning the interview pages to be concise, clear and organized, users will be able to easily complete the interview and proceed to quote summary.
By rephrasing the content, users will feel more comfortable inputting their personal information and will be less likely to drop.
before
AFTER
THOUGHT PROCESS
With my redesign, I focused on creating a responsive, mobile first design and consolidating the 8+ pages into 2 pages to make the interview process feel shorter for the user. Considering most users enter the flow to get a quote for comparison, consolidating these questions into two pages allows the user to get through the process rapidly with significantly reduced loading and processing time.
By starting off the interview process with user-friendly language, we can provide a human-centered experience. We also give guidance on what the user is doing on this page.
Currently, when users enter the current interview process to get an auto insurance quote, they are greeted with personal information questions (address, email, phone number, etc). With this redesign, the user is asked to provide their vehicle information first, which is what users expect when they enter the flow. This experience makes the users feel less like they are getting scammed or having to relinquish their personal information too soon.
In the current interview process, the navigation is not intuitive, making it hard to know how many more pages and questions they have left. By adding a simple navigation bar that increases rightward as progress is made, the user will be able to easily determine how much longer they have until they see a quote.
The menu on the top right includes a help option where users can reach out to chat agents or call a local office.
By asking the user for policymember or policyholder information, it gives transparency to the user as to why their personal information is required. The terms policymember and policyholder imply to the user that the information is required solely to get a quote for the policy, not for solicitation or marketing.
The lock and messaging about personal information is added to further reassure users that their personal information is safe and will not be shared.
One of the disrupted experiences that I noticed in the current flow while interviewing users was in the birthdate field. Users have to click into the month field to select a month in the drop down, click into the day field to type a value for the day, then tab or click into the year field to type in a value for the year.
This is a very disjointed experience for a very simple task of entering a birthdate. I consolidated three fields into one birthdate field where the formatting is automatically provided by the field, solely requiring the user to enter the values without the added interruption of tabbing and clicking.
Lastly, I have alphabetized the gender options and added the option to select neutral as a gender selection because Liberty Mutual identifies itself as an ally to the LGBTQ community. In order to give an all inclusive experience to users, it’s important to include the members of the LGBTQ community in this quoting experience that do not identify as neither female nor male.
REFLECTION
This redesign was expected to increase revenue by millions of dollars as a conservative estimate. I presented my redesign to my peers and received constructive feedback that I used to iterate on my design. When presented to the initial users I interviewed, they felt this experience was simplified and shorter.
