Core Digital Media (acquired by Rocket Mortgage) empowered drivers to make better financial decisions. Shopping and comparing auto insurance policies from different providers can be time-consuming and difficult. Lower My Bils provided some aassistance but it wasn't until we created Policy Pilot to handle more user's car insurance needs. I oversaw user interviews, usability tests, stakeholder workshop facilitations, UX design, prototyping and AB testing.
Over the years, the main priority for PolicyPilot was the conversion rate of users who completed our questionnaire, which unlocked the comparison tool for users to shop for car insurance. The website had elements that made it very easy for users to fill out information, but we found that most users found our comparison tool not helpful as they were unable to compare actual quotes from carriers.
I also itemized the participant responses from the user interviews and usability tests on a virtual whiteboard via Miro. I also went through the Rose, Bud, Thorn exercise, and color-coded the virtual post-its to identify the successes, pain-points, and opportunities respectively.
Once the exercise was complete, my helpful teammates and I created clusters around themes we saw. We created Point-of-view (POV) statements that reflected the users sentiments as well as How might we… (HMW) statements to address the issues.
Low to High Fidelity Mocks
How might we build trust with users?
How might we make our comparison page more valuable to the user?
How might we improve the communication experience between the user and matched provider?
To validate the design solutions, I worked with the development team to create new presentations in our internal A/B tool to conduct A/B testing. To be considered as a success, I needed to see an uplift in our KPIs, which were conversion rate (CR) and revenue per visitor (RPV). I also used the Bayesian inference method to draw conclusions on the probability of success or failure.
Showing track record of how many people we helped on PolicyPilot
increased CR by +4.9% and RPV by +3.8%
- Using Better Business Bureau (BBB) badge, a third-party accreditation,
increased CR by +3.0% and RPV by +7.14%
- Displaying the TrustPilot testimonials increased CR by +2.3% and RPV by
+4.4%
- Introducing the preferred contact method increased service rate by 10.9%
from 0.82 to 0.91