Reinventing the insurance experience

Creating a more personalized insurance policy for customers

We rapidly ideated, designed, and tested a new user experience and interface design for the mobile auto insurance quote process. Insurance policies turn off most customers, mainly due to a lack of confidence in the experience and partially to a lack of overall transparency. We needed to make the process easier, which we learned doesn’t necessarily mean faster. After a series of sprints, we landed on an experience that added more value through personalization and education to give consumers a reason to purchase from us.

The Challenge

About 5-million people go through the auto insurance quote process, and only 4% get sold. The experience had a reputation for being linear, clinical, gated, lengthy, and repetitive. As a born industry disruptor, Esurance knew this is not the experience they want for their customers.

Wireframe Concepts

The goal was to align with the new Esurance brand pillars, which are simple, transparent, and affordable while making the experience unique. We focused on enhancing the existing quote flow while also adding more value to the experience through personalization and education to give consumers a reason to purchase from us.

Our areas of exploration

We started with three initial directions

After testing, we decided to move forward with the Converse + Customize concept because customers found it to be simpler and easier to use.

User testing conclusions

• Users found the process intuitive and straightforward.

• Users appreciated the step-by-step progress bar

• Users felt confident in the transparency of the itemized breakdown of their quote

• Transparency around pricing

• Transparency around why their quote changed

• The experience felt ‘No frills’, but not very differentiated.

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