Streamlining an Auto Insurance Purchase Funnel to Less Than 5 Minutes

A Key Insurance Sales Tool

With over 1 million members and access to 4.6 million Albertans, the Alberta Motor Association (AMA) is a leading local insurance provider. To stay competitive, AMA focuses on offering quick online quotes and the option for customers to purchase auto insurance online.

Client
Alberta Motor Association

Duration
8 Months

Role & Responsibilities

  • Lead UX Researcher

  • Lead Product Designer

Discover What Worked and What Didn’t

Building Blocks to a Better User Experience

To discover where users had the most trouble completing the online quote

Heap Analytics Review

Competitor Analysis for UX & Marketing

An analysis of key features from competitors as well as time trials were conducted.

To determine the sequence of questions that users felt made intuitive sense to them.

Card Sorting

Before diving into design, an IA structure was created for design and development to follow.

Information Architecture

Usability Research (NNG & Baymard)

UX research of potential features and best practices were collected and implemented

Iteration, Prototyping, and Design System

Initial screens were designed in an iterative fashion that included UX best practices and research then prototyped to validate with stakeholders and users. A design system built on atomic design principles was established to create design consistency and meet user expectations while interacting with the product.

Usability & UX Considerations

Understanding the Competition

We conducted a thorough analysis of various competitors, examining the sequence and number of questions posed, the duration users took to navigate the funnel, and adherence to UX best practices for both desktop and mobile interfaces.

Unveiling the New Auto Insurance Sales Funnel

In pursuit of a competitive advantage, AMA aims to offer an omnichannel experience for purchasing auto insurance online. Users can navigate through the sales funnel online in 5 minutes to receive a quote. Beyond the quote, the user can choose to continue to purchase online, engage with an advisor by scheduling an appointment, or request a callback at their convenience.

Getting Started

  • The user can start an insurance quote with a logged-in account, continue with a different account, create an account or continue as a guest.

  • If a user has started a previous quote, they can choose to resume or start a new quote.

Vehicle Details

  • Progressive disclosure is used to only reveal additional questions that are contextually relevant to the user’s previous answers. This reduces cognitive load and increases efficiency.

  • Single-form fields are used (e.g. make, model, year) rather than multiple fields to pull information from databases. As the user types, the results auto-populate and are contextually relevant which reduces the vehicle options available in a dropdown.

  • Tooltips are placed next to form fields that may cause friction for the user to add more context.

Driving History

  • Users can choose to enter their driver’s licence or enter their claim details manually.

Coverage Summary

  • The price is the most important information on the coverage summary screen and therefore holds the most visual weight.

  • The user was made aware of any information they could update to get a more accurate quote with a yellow notification bar in proximity to the areas that needed updated information.

  • Users can update their recommended mandatory coverage levels to best suit their needs as well as add additional coverage options to their quote before proceeding to purchase.

Business Goals

Competitive Edge

Granted users the ability to make online purchases, providing AMA with a competitive advantage over rivals lacking this capability.

Collect & Analyze Data to Identify User Challenges and Optimization Opportunities

This insight empowered strategic marketing, ensuring that the right questions are posed in the funnel to effectively engage the appropriate target audiences.

Increase Revenue with Ease of Purchase

Provided a more convenient method for obtaining and purchasing insurance quotes online, eliminating the need for customers to visit a physical centre.

68%

Conversion Rate Goal from 48%

5-7 Minutes

Average Quote Completion Time