Creating a simple way for customers to get insurance quotes.

Mylo is a digital insurance broker that helps customers find the best insurance for their needs. They do this by shopping information around to different insurance partners. We were brought in by Mylo to improve their personal lines experience. This was where customers would get recommendations and quotes for both home and auto insurance.

My Role

Lead product designer

Company

Mylo

Year

2022

My Responsibilities

• Strategy
• Research
• Wireframing
• Design
• Handoff & QA

The quoting experience had high drop off, was extremely long, and frustrated customers.

Problem

We audited and documented the experience as it existed so we could go to the Mylo team with areas in which improvements could be made. We found a bunch of quick wins and larger experience issues. We knew coming in with recommendations early would start the conversation off in the right direction.

Mapping out opportunities and pain points

Key pain points

Unnecessary pages led to a long quoting experience
Personal information was required too early
Optional questions were always shown
Duplicate questions were asked when bundling

We believe that by reducing the length of the buy flow and implementing pre-fill elements, customer conversion will go up, session time will go down, and customer frustration will be reduced.

Post audit hypothesis

After conversations with stakeholders, we were able to collect data points from the marketing team to help us make educated design choices. We focused our time and attention around the high drop off areas. The following were some of those metrics.

Utilizing data to inform design decisions

Auto insurance flow

Page drop offs

Quotes: 60%
Customer name: 49%
Add vehicle: 9%

Home insurance flow

Page drop offs

Quotes: 57%
Personal information: 39%
Coverage history: 6%

One of the big parts of this project was finding a way of implementing a 3rd party data source that would allow Mylo to pre-fill customer data and to streamline their customer experience. Part way through we were informed that there would be times when Mylo would run out of budget and have to turn off pre-fill data pulls, so we had to design an alternative pathway for that use case.

Implementing prefill elements to bring Mylo up to industry standards

Knowing that presenting large experience changes can be challenging, we opted to design out and present flows that visually represented how streamlined the experience was. This made getting buy-in easy. We made sure to address the following.

Leveraging architecture flows to gain stakeholder buy-in

How do the pre-fill elements affect the user's progress throughout the flow?
What happens if a user doesn’t get any pre-fill data returned?
How do we ensure the users are getting enough value early in the buy flow?

We created the ability for users to quickly add or remove a car or driver. By utilizing our pre-fill feature we were able to find any cars users had and automatically surface that information. This would help them get to their quote sooner.

Multi-car quick select to reduce manual entry

In order to reduce cognitive overload, we created an easy way for people to review their prefilled home information and edit it, if necessary. We removed or hid optional questions and allowed them to select their current address, when multiple addresses were found.

Easy editing and simplification of user's home details

The old experience had home and auto as two separate quoting experiences, which often forced users to enter the same information twice. We designed the new experience to have home and auto quotes in the same flow, rather than have two disjointed experiences.

A unified bundle experience

Page volume reduction

We were able to reduce the overall page number by 81%. We did this by utilizing a combination of pre-fill elements and UX best practices.

Reduced time spent

By reducing the overall number of pages in the experience, we were able to reduce the the time it took for customers to receive their quote.

Shorter call time

Due to the updated experience customer service agents had to spend less time collecting missing information and were able to close more deals with potential customers.

Happy clients

The Mylo team was happy with the delivered product and saw the immediate value it provided. This led to an increased UX budget and more projects.