American Family Insurance

2020-2021

Auto Sales Tool

Making purchasing insurance online easier

SERVICES

UX Design, UI Design, UX Research, Product Planning

Products & Deliverables

Website, Research, Roadmap

American Family Insurance began to see how customer satisfaction had dropped dramatically. To fix this, they started by addressing the issues with purchasing their auto insurance experience.

PROBLEM

Over the course of 20 years, American Family Insurance did not invest much time updating its customer acquisition process. They primarily relied on traditional brick-and-mortar methods while their competitors shifted to digital platforms.

SOLUTION

I created an engaging user experience by updating their visual design, addressing backend issues, and customer feedback.

TEAM

Senior UX Designer (that's me) Business Analyst

Product Manager UX Researcher Tech Lead

Working with cross-functional partners.

When a designer left, I stepped in to build a strong relationship with the dev team, immersing myself in their workflow and addressing disconnects. I rebuilt trust, streamlined the insurance process to reduce customer drop-off, and modernized the auto sales tool with an intuitive design. These efforts resolved key issues and highlighted the value of collaboration.

TEAM

Senior UX Designer (that's me) Business Analyst

Product Manager UX Researcher Tech Lead

The process.

The process of purchasing auto insurance with AmFam involved 18 steps divided into two parts: Quote and Bind. To obtain a quote premium, users need to go through 9 steps. However, due to page falloffs and hard stops, 69% of all users are unable to reach the Quote premium.

The Bind flow consists of 9 additional pages and results in an 87% drop-off rate for users attempting to make a purchase online. Only 0.13% of users successfully complete the entire quote and bind process from start to finish.

The proposal.

Collaborating with my business and tech partners, I created an updated user journey that reduced the original 18 steps with hardstops and fallout to only 9 steps by utilizing modernized API systems.

Visual exploration.

Taking ownership of the Auto Sales Tool meant inheriting the existing design, which had been in place since 2014 and had clearly run its course and an already created low fidelity mockups.


The outcome.

After several visual iterations and technical enhancements, we have achieved the final design that you will see today. In this design, the navigation menu has been moved to the left side and displays progress percentages to reassure the customer about their position in the purchasing process. This reassurance helps the customer to allocate the necessary time and effort to complete the insurance purchase with confidence.

Always evolving.

Designing for American Family Insurance's Auto Sales Tool was a journey of learning and balance, as I worked with a team dedicated to understanding the landscape and crafting an experience that blended inherited designs with fresh ideas. I gained a deep appreciation for the auto industry.

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