The Brief
The online quoting system for Youi’s general insurance products was a simplistic lead generation system for Youi’s callcentre.
Customers were not provided with an actual quote for a product online until a Callcentre consultant called them back to faciliate the quoting process and provide a premium quote.
Owing to increasing demands from customers to get a simple premium quote without a mandatory callcenter callback, the system required a full over haul refresh in tech stack, visual design and functionality.
Project Summary
ROLE | Lead UX Designer
PROJECT | Complex Online Quoting System.
DURATION | 12 months
RESPONSIBILITIES | Discovery, requirements gathering, user research, wireframing, screen flows, UX Team Management.
STAKEHOLDERS | IT Development Team, Youi Callcentre, Actuaries, Marketing
TARGET USERS | General Insurance Customers.
TOOLKIT | Axure RP, Photoshop, Illustrator
Discovery
A Competitive Analysis was conducted to highlight gaps in Youi’s online quoting system when compared to their general insurance market competitors.
High level customer intent was identified using a combination of web analytics data and qualitative data from contextual inquiry activities within the call centre. This information was consolidated into empathy maps to guide persona research and development for ongoing improvements and testing for the online quoting systems.
Owing to the complexity of the quote flow with pricing engines, a Quote Question Flow As Is and To Be was conducted to identify:
- Quick win activities to improve the existing quote flow for customers immediately.
- A set of minimal viable features to include in new quote flows for test and learn opportunities in a live environment.
All exploratory activities were consolidated into customer journey mapping diagrams to clearly articulate the before and after of online quoting high level design for key stakeholders. Discovery artefacts were shared with Actuaries, Marketing, Callcentre and IT team key stakeholders to collaboratively define a Design Strategy for online quoting.
DESIGN
The existing quote flow was built to satisfy business needs rather than customer needs. The quote flow was a collection of long forms for customers to complete. Rather than being provided with a premium quote at the end of the process, customers had to enter a phone number for a Youi Sales Advisor to call the customer back to complete the quoting process. Whilst this mechanism provided a higher sales closure rate from one-on-one customer service, the majority of customers did not appreciate waiting for a Youi Sales Advisor calling them back to provide a quote. Customers frequently communicated their displeasure with this process to Youi. Furthermore, Youi’s competitors provided premium quotes and policy creation online negating the need to speak to a sales consultant.
The existing Youi Quote flow also had a number of significant issues that were contributing to early drop-off in the flow that included:
- Lack of responsive design preventing customers from submitting information on a mobile phone.
- Long forms of complex and ambigious questions that customers found difficult to answer.
- Lack of usability of form controls that were not cross browser compatible.
The initial design of the new quoting flow consisted of a simplified quote flow with a preliminary quote provided and a Sales Advisor callback feature. The new quote flow design incorporated:
- Responsive design allowing customers to request a premium quote on any device.
- Simplified questions with help tips for customers.
- Progressive disclosure of question sets. Customers only answered questions that pertained to their individual circumstance. This assisted in shortening the quote process considerably.
- Usability Testing of a high fidelity prototype with customer proxies prior to development.
When released, the drop-off rates through the new flow dropped by 42%. As a result of this outcome, the quote flows for all products were iteratively developed and delivered.
Key Deliverables
- UX Canvas
- Competitive Analysis
- Web analytics
- Prototyping
- Empathy Maps
- Journey Mapping
- Question flow analysis
- Usability Testing
- Screen Flows
Outcomes
- 40% reduction in time to premium quote for customers
- 30% increase in customer satisfaction with the new quote system.
- 8% increase in online conversions
- Increased business stakeholders appetite for change and online feature experimentation rounds to continuously improve the quoting system.
