Home Quote redesign

Timeline - 11 months

Project overview

Farmers Insurance had a company goal to increase Home Quote completion rates to 43.5%. They also needed to upgrade their core quoting engine, which provided the opportunity to redesign the experience of their “Farmers Fast Quote (FFQ)” flows, starting with FFQ Home.

Solution

I led user research and usability testing to discover what parts of the legacy quote flow had the most opportunity for improvement and what features were the most beneficial to users. I also collaborated with the Farmers' design team to design and deliver an optimized quote flow. The new design has a quote completion rate of 53%, which was 9.5% higher than the company goal.

Goals

Improve FFQ Home completion rate to at least 43.5%
Implement new Material Design UI

My role

User research, usability testing, and UX design
UX design collaboration with Bernie Chacon
Analytic research collaboration with Tanner Tegtmeyer

Google Analytics analysis

I wanted to understand how the legacy Home Quote flow was performing to identify the areas that had the largest drop-off and the most opportunity for improvement. I collaborated with my colleague, Tanner, to analyze Google Analytics data.

Google Analytics analysis of fields per page where user drop-off is the largest

We identified 3 areas to improve upon within the flow and created "how might we" statements to address during design.

Personal info

There was a 31% drop-off on the very first screen of the quote flow where users are immediately asked to provide personal details.

How can we let users know why personal information is needed and encourage users to feel comfortable providing this information?

Property details

The engagement on the Property Details screen suggested that users might not know specific details, such as foundation type, about their property.

How might we help users feel confident that they entering accurate information about their property?

Coverage packages

There was a 41% drop-off on the coverage selection screen. The screen only showed the price and a short description for each package making it difficult to compare.

How might we explain the coverage differences and increase understanding of the value in each tier?

Discovery interviews

The next phase of the project was to interview Farmers Insurance agents with the purpose to learn which parts of a Home quote customers need the most help with. What we discovered aligned with our Google Analytics analysis in that most users don't understand insurance and don't get the right coverage for their needs.

"Yeah, so it's hard because a lot are people that are your Progressive users and Geico users, they think insurance works one way, when in fact it works completely the exact opposite."

- Brandon, Farmers Agent

"So we try to quote everything apples to apples and then explain to them why they need to consider having better coverage. People are just very misinformed.”

- Craig, Farmers Agent

Farmers' agents take on the role of educators when assisting customers and often re-quote insurance to tailor insurance for the customer's needs.

How can we educate users throughout the quote process?

Wireframing and concept testing

Using the findings from the Google Analytics analysis and the agent interviews, we moved on to creating multiple iterations of quote flows. We conducted three rounds of unmoderated testing, with each round honing in on the UX.

We found that users responded best to the designs that helped them make informed decisions.

Concept testing - Round 1

For the first round, we tested four concepts with steps in a different order against the legacy flow to learn how the order of the steps would affect drop-off and to identify which steps caused dissatisfaction.

Findings

Participants want to be able to make informed decisions about coverage.
Property Details should come before the Coverage page.

Scroll through slides to view the variations tested for Round 1.

Farmers FFQ Home 2019 Round 1 - Flows

Concept testing - Round 2

The second round of testing narrowed down the flows and was also used to identify friction points in the quote process.

Findings

Email and Phone fields should be moved after the Discount page
Descriptions of property details helped users determine what selection to make
Explain to the user how and why a discount gets automatically applied to the quote
Users like to adjust coverage levels to see how it affects the price

Scroll through slides to view the variations tested for Round 2.

Farmers FFQ Home 2019 Round 2 - Flows

Concept testing - Round 3

After honing in on the order of the flow, we wanted to learn about users' attitudes towards coverage comparison tables.

Findings

Users liked having a comparison table because it gives a starting point to compare coverage levels and price and allows them to make informed decisions

Scroll through slides to view the variations tested.

Farmers FFQ Home 2019 Round 3 - Flows

Visual design

The scope of this project included updating the visual design. The Farmers design team selected to use Google Material Design components and modify them to align with their brand standards. I collaborated with the Farmers Design team to set up a symbol library structure within Abstract so that their other digital properties would be able to share as many common components as possible when redesigned in the future.

Educating users

We added descriptions to insurance terminology and provided a comparison table in order to educate the customer and help them understand the value between different levels of coverage.