Car insurance that rewards good driving.
Quote - Product education
HiRoad is a behavior and usage-based auto insurance company. Customers get a maximum and minimum premium that fluctuates monthly based on how much and how well they drive allowing them to earn discounts and rewards each month. Driving behavior is tracked by an app on the customer’s phone.
The Team
My role for this feature refactor was Lead Product Designer.
The team consisted of a Product Manager, Project Manager, Copywriter, and front-end web developers. We also consulted with our Data Science partners.
The Challenge
Content explaining how the HiRoad product works didn’t exist within the Quote flow. This left customers confused about the core concept of variable monthly pricing and the need to use the app to get maximum benefit. We didn’t want to rely on customers seeing other marketing touchpoints to learn about our product as we integrated with insurance aggregators that would send them directly to Quote.
We found that many customers didn’t understand how the product worked after buying a policy.
GOALS
The project’s goal was to add educational content to the Quote process that concisely explains how the product works and the need to download the app. In doing this we were intent on:
Decreasing customer care calls regarding confusion around product pricing post-purchase.
Increasing app downloads
Providing enough product education for customers coming into Quote without any exposure to marketing touchpoints.
Not causing any friction during the quote process that would hinder completion.
Adding product education within Quote
The HiRoad Quote begins with requesting basic customer information that allows the capture of data needed to give an informed Quote. We determined this to be the best place to insert a screen detailing how the product works. We set out to create a screen that was simple, concise, and a quick read that wouldn’t disrupt the task of completing a quote.
Concepts for testing
Concept wireframes were created and tested on usertesting.com
Concept development
We launched an initial optimizely test based on our research findings. From this test another iteration was created and integrated into the Quote process.
Initial screen tested in Optimizely
Final iteration and integration into Quote
LEARNINGS
After an initial audit of our marketing and product touchpoints, we realized that product education was missing across the board. Customers had to dig deep into FAQs to find a concise description of how the product works.
We partnered with our marketing team to come up with strategy to bring more education into various touchpoints and create consistent content across all.
Combining educational content within quote worked best when combined with a screen that captures customer data versus being a stand alone screen.
