Reducing Quote Drop-Off in a Bundled Insurance Flow

Product Design

Mylo

Journey mapping, user flows, wireframing, user interviews, sprint planning, and engineering handoff

Intro

To improve Mylo’s personal lines experience, we were brought in to focus on the bundled home and auto quoting flow. This was the primary path where customers received recommendations and quotes.

The goal of this project was to reduce friction in a long, high-drop-off experience and help users reach a quote faster with less frustration.

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Problem

The existing quoting experience had high drop-off, required excessive manual input, and created frustration for users. The length and complexity of the flow made it difficult for customers to complete the process and receive a quote.

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Hypothesis

By reducing the length of the buy flow and introducing pre-fill elements, customer conversion would increase, time to quote would decrease, and overall frustration would be reduced.

Identifying friction and opportunities in the existing quote flow

We audited and documented the experience as it existed so we could go to the Mylo team with areas where 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.

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Observations

There was an excessive amount of pages, personal information was required too early, and multiple instances of duplicate or optional questions

Using architecture flows to align stakeholders on simplification

Knowing that presenting large experience changes can be challenging, we opted to design out and present flows that visually represented how streamlined a new bundled experience was. This made getting buy-in easy as the improvements would deliver Mylo their original requests.

Introducing pre-fill to reduce manual entry and friction

A significant aspect of this project involved integrating a third-party data source that could enable Mylo to pre-populate customer data and enhance their experience. However, we received information halfway through the project that Mylo's budget might run out at times, and they would have to suspend pre-fill data pulls. Therefore, we designed an alternative pathway for such scenarios.

Reducing manual entry with multi-car quick select

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.

Simplifying home details to reduce cognitive load

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.

Unifying home and auto into a single bundle flow

The old experience had home and auto as two separate quoting experiences, which 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.

Outcomes

Reducing page volume in the quote flow

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.

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Decreasing time to quote

By reducing the overall number of pages in the experience, we were able to reduce the time it took for customers to receive their quotes by 16%.

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Reducing call time for customer support

Due to the updated experience customer service agents had to spend 5% less time collecting missing information and were able to close more deals with potential customers.

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