Our team developed a strategic solution that introduced seamless pauses within our product funnel, providing a structured approach to guide users through upcoming stages. This initiative not only facilitated the delivery of positive feedback to users for their efforts but also served as an opportunity to disseminate pertinent information. This information, including relevant statistics and customer reviews, was strategically presented to assist users in progressing through the funnel seamlessly. Moreover, the incorporation of engaging elements aimed to transform what was previously perceived as a mundane process into a more dynamic and enjoyable user experience.
One of our main causes of concern was user fatigue — because we could not trim the life insurance application, we had to figure out a way that make the application feel faster without adding bloat to the overall experience. Problem two dealt with attrition, one thing we noticed during interviews and watching LogRockets was as the interview went on the answering speed slowed, we figured this was due to the loss of why someone is getting life insurance.
Given the significant impact of this project on both the product and the business, we prioritized research. This perspective was crucial for identifying successful aspects and areas needing improvement. These insights guided our design direction for the new iteration.
Our research strategy comprised four methods to comprehensively understand our users, validate our personas, and confirm our hypotheses.
By analyzing our ability to track users via each question, we could identify our highest drop-off points and points of frustration, enabling us to tailor our user experience and address specific pain points, ultimately improving overall satisfaction and engagement.
We established two set days for user interviews, we sent out emails to customers who had purchased and to those who did not. We talked to them for 15 minutes and talked about what worked vs what didn’t. If they didn’t purchase we asked them what prevented them and vice versa.
Our approach to watching these sessions mirrors data mining. We meticulously pinpoint key points and areas for improvement during our analysis. This method guides us in refining our strategies for more effective future presentations.
We validated our hypotheses by creating small prototypes for testing on usertesting.com before moving to engineering. This approach helped us gather early user insights and refine our designs iteratively for optimal usability and product success.
The first significant hurdle involved catering to our extensive legacy user base while seamlessly integrating the new sign-up paradigm. Striking a delicate balance between innovation and continuity became paramount to ensure a smooth transition without alienating our existing users.
Simultaneously, the project confronted robust security concerns and limitations. Postponing password creation to the post-purchase phase demanded a meticulous reassessment of our security protocols. Collaborating closely with the security team, we aimed to balance user-friendly design with stringent security measures, ensuring the protection of sensitive user data.
Beyond this, defining the necessity for user accounts, handling post-purchase password creation, and identifying users with existing accounts across internal products added layers of complexity to our transformation journey. These challenges, viewed as opportunities for innovation, guided our efforts in fundamentally redefining the onboarding process.
To address the challenges identified, a multifaceted solution was implemented, focusing on optimizing the user experience and fostering a sense of accomplishment throughout the application process.
By combining these elements, the solution successfully addressed the challenges posed by the need for information delivery, application speed enhancement, and the cultivation of a sense of accomplishment. The result was a more user-centric, informative, and encouraging application process that not only met the users' needs but also exceeded their expectations.
I introduced a segmented approach to the interview process, breaking it down into manageable sections. Following the completion of each section, users received positive reinforcement, acknowledging their progress and reinforcing a sense of accomplishment. This approach aimed to create a more user-friendly and encouraging environment.
After the second and third sections of the interview, the design incorporated strategically placed power statistics and customer reviews emphasizing the significance of obtaining life insurance. This not only provided valuable information but also served as a reinforcement mechanism, underlining the importance of the user's engagement in the process.
An adjustment in the verbiage was implemented, shifting the language from individualistic to community-based. This alteration aimed to create a more inclusive and relatable tone, fostering a sense of community and shared responsibility in the pursuit of life insurance.
To instill confidence in users, social proofing elements were added, showcasing company ratings and the number of policies approved daily. This addition served to build trust and credibility, assuring users of the reliability and popularity of the life insurance application process.
The implementation of the refined user experience strategies yielded significant and measurable improvements across various key performance indicators:
Following the implementation of the segmented approach and positive reinforcement, the app completion and submission rate experienced a notable 12% increase. Users demonstrated a heightened engagement level, successfully navigating through the application process.
The strategic integration of power statistics, customer reviews, and social proofing contributed to a remarkable 15% increase in the overall purchase rate. This indicated a more informed and confident user base, resulting in higher conversion rates.
The impact on the purchase rate was sustained over time, as evidenced by the breaking of monthly purchase rate records in back-to-back months. This consistent improvement underscored the enduring positive effects of the implemented design enhancements.
The culmination of these efforts resulted in a remarkable achievement – surpassing the previous daily purchase record of 18 with an impressive 22 purchases in a single day. This milestone highlighted the effectiveness of the user-centric approach.
This project was incredibly daunting for me, very rarely does a solo designer get to work on such a vital piece of a product. In this case, I learned the incredible value of designing and testing efficiently. Along with this, I learned the value of leveraging psychology to help aid in business goals and as always it gave me the chance to work with some incredibly talented people in cross-collaboration style.