Car insurance is one of the company's flagship products, and its online calculator is one of the most requested tools by users. I've been leading the product alongside the business team.
+11%
Direct conversion.
8%
Booked appointments using the calendar feature.
17%
Engaged with the "Save for later" feature.
Car insurance is one of the company's flagship products, and its online calculator is one of the most requested tools by users. For the past two years, I've been leading the Car Calculator product alongside the business team, constantly working to optimize the user experience and increase booking conversions.
Context
Despite having a very high volume of users, the dropout rate was above normal levels. From a product perspective, pricing and coverage were competitive and aligned with market standards. From a technological standpoint, everything was functioning correctly. We therefore focused on data analysis and user interviews to understand the reasons behind the high dropout rate.
Framing the problem
29%
Of users drop off after the second step. Most of them believe that there are many things they have to answer before they can see the price.
43%
Of users drop at the packages view. Once they reach the product offering, they find it difficult to understand the product.
Time
Average users take between 2 and 3 weeks to decide on a car insurance, often repeatedly comparing different companies.
Finding solutions
We focused on the user flow to reach a meaningful price and ensure it doesn't change abruptly as we learn more about the user. Close collaboration with business and legal teams was key to understanding the minimum information required. As a result, we reduced the flow by one step and enabled users to reach the price earlier in the journey.
New product offer and customization
The new table allows users to compare prices and coverage, but also to customize them, as well as the add-ons, all in one place. Previously, customization had to be done within each option, making the comparison process lengthy and confusing.
Save for later
We implemented a new feature that allows users to save their progress at any point in the flow. By leaving their email address, they can return via a link and continue exactly where they left off.
Dynamic panels
We wanted to explain coverages in a more user-friendly way. Instead of using tooltips, we designed a new overlay panel where users can access real-life examples and short videos that clarify key concepts. When needed, they can contact an agent at any time or book an appointment for personalized advice.
New final screen
The updated end screen of the process helps users understand what they've purchased and the next steps to take.
Business impact
+11%
Direct conversion. The majority of users were very satisfied with the table that allows them to compare and customize everything in one place.
8%
Of users booked appointments using the calendar feature. The introduction of new contact options has improved lead retention and driven higher sales closure.
Save for later
17% of users engaged with the Save for later feature. 4% of them converted later.
Full flow overview
Conclusions
Teamwork was essential, since there are many technical considerations to account for in a tool that generates an insurance policy. Explaining technical data in an approachable, easy way without leaving out necessary information was quite a challenge. Configuring the products to strike a balance between price and profitability required design, legal, and business to work closely together. To improve: technical explanations remain confusing; we'll keep collaborating with legal to make the product as user-friendly and understandable as possible.
Note: some data here has been adjusted for confidentiality and may not be fully exact.