- 2023
- London
Building a new vision for the online quote journey in the US market
Founded in 2005, with over 1M customers, Simply Business is the UK's largest insurance provider for small businesses. The company also has a much younger operation in the US market.
Overview
Based on extensive customer insights gathered through previous user research, surveys, and voice of customer programs, I undertook the task in the first half of 2023 to reimagine the entire online quote journey for the US market. This encompassed enhancing the experience from the initial landing on the questionnaire to product selection, and ultimately, the comparison of quotes from various insurers.
- Due to confidentiality, I will not share screens from the visiontype.
- All the designs and concepts presented here are currently live and had the vision type as its starting point.
- While involved in all the designs presented here, my level of participation in each of them varies.
Important:
Recognition
- “The visiontype designs for the US customer experience became the catalyst for transformation of the US sales journey in the second half of the year.” - Head of Customer Experience
Outcomes
- Boost In sales performance
- Improvement In form completion rate
My role
While I was the sole designer working on the project, it was executed in close collaboration with the Head of Customer Experience. Additionally, a user researcher played a crucial role by leveraging prior findings and conducting user testing on the vision prototypes.
Brand refresh
After the company's brand refresh, the marketing website and the quote journey experienced a temporary misalignment. A key focus of this effort was to envision the integration of the new brand within the quote journey, incorporating fresh brand elements, utilizing the updated color palette, and redefining form elements.
Optimizing the questionnaire experience
With the aim of improving user experience and reducing cognitive load, various changes were proposed within the visiontype. The most significant involved replacing the original four lengthy pages with numerous, smaller, and simpler ones. Other modifications included consolidating specific questions into single items, offering more context for certain questions, and minimizing unnecessary interactions with form elements.
A revamped quote comparison experience
Perhaps the most significant change proposed in this visiontype was the redesign of the quote comparison page. Especially on mobile, it faced limitations in offering sufficient space for essential information. Additionally, its lack of flexibility posed challenges for modifications and testing.
The core of the new solution revolved around transitioning from a rigid list view to a more versatile card format. The enhancements also placed a strong emphasis on improving the clarity of information, helping customers in making informed decisions.
Further enhancements
Several additional changes were proposed, tested, and have now been implemented. While some yielded stunning outcomes, others are actively contributing to an enhanced online journey.
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Incorporated elements of trust
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Introduced an early indication of pricing within the journey
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Suggested incorporating page transitions at critical stages of the journey
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Introduced elements of social proofing
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Emphasized crucial information at key points of the journey
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Recommended the creation of new UI components