A mobile app that quickly enrolls a new customer for auto insuranceView Prototype
This was a design exercise that I worked on to redesign the auto enrollment experience based on Geico's current web site. For this assignment I was given a fictitious persona, Alex — a 32 year old business owner who uses his cell phone extensively and owns one car. In addition to this piece of data I talked to somebody who never bought auto insurance to understand a first time user perspective.
Aside from Geico I looked at popular auto insurance companies such as Progressive and Allstate for UI and flow conventions among other features.
I looked to Intuit’s Mobile TurboTax app for inspiration on quick data capture. By taking a photo of their W-2, customers avoid long and painful form entry.
I also explored popular and well designed apps like Starbucks, Le Tote and Uber (to name just a few) to see how they handle some of the common data entry challenges in addition to observing conventions.
I interpreted the challenge as a balancing act. Alex needs to fill out the form quickly, however he also needs to understand what he’s doing. Filling out the form fast but lacking knowledge could lead to support calls inadvertently successfully meeting one metric but failing at the other.
In this regard, usability testing would be invaluable in getting a rough, first look to see if the prototype is working — better yet, A/B test it against a competitor such as Geico to see where it succeeds or fails.
Although I didn’t have the time to draw out storyboards for this exercise — this would be the next step I would take to see if I’m moving in the right direction conceptually by eliciting quick and visceral reactions from users.
What if the user could take a picture of their vehicle registration using their phone to prefill the auto insurance forms.
What if you could pay somebody to fill out the insurance for you. What would you pay? Would you be willing to do it or would you have concerns?
What if you started your auto quote on your desktop, got interrupted and left but were able to finish the rest via your smart phone based on where you left off?
To reduce time entering fields I considered multiple channels and sources of data, From social networks such as LinkedIn or Facebook to DMV records, vehicle registration slips, driver’s license, Yellowpages, among others.
I started by sketching out ideas for flows and making my assumptions explicit. These are a couple of rough sketches,
Below is a proposed ideal route. I would account for the different states and edge cases in the final design.