Goal: Getting more value from each customer coming from a comparison website partnership channel.
My role in this project was to make sure the customer’s experience in this journey was kept easy, quick and frictionless while improving our average transaction value (ATV).
Urban Jungle Insurance is an insurtech using technology to challenge an outdated industry. My role was to contribute to building a simple, fair, and affordable product with the best-in-class UX and UI.
Understanding the problem
What did success looked like?
The goal: To improve the average transaction value without hurting conversion. Challenging this channel against our direct journeys and keeping new design easy and quick to develop.
Great UX
Preserve the great experience we were already offering customers
Better ATV
Improving the value per customer while keeping our current conversion rate
The existing product had a great conversion rate! Only a few pages from landing to payment, price transparency and clear summaries of cover.
Great UX
Customers loved that the price they got from the PCW was what they paid
Lower ATV
Compared to the ATV from our direct journeys, this channel was much lower
Competitors in the insurance space with similar journey and channels had longer journeys and got more value per customer.
Bad UX
Overwhelming package pages, scarcity copy no price transparency and long journeys
Better ATV
Competitors were able to get more value per converted customers.
Who were we designing for?
It was helpful to understand the different users we were designing for, their attitudes and what they cared about when getting insurance. To visualise and communicate this, I used the user spectrums I had created to frame the range of Urban Jungle customers. See below where customers from our partnership channels (PCW users) vs direct customers fall:
Exploring solutions
Add-on cards on the summary page
Keeps the user journey as short as it is
Uses existing components - easy to build
Takes away the main action from this page, goes against our pagination principle
Looks crowded and could increase the user’s cognitive load
Add more to your cover
The concept we settled on covered the following:
Doesn't get in the way of other actions
Uses existing components - easy to build
Simple UX tested and proven on our own journey
Users can see how the addition affects their price
Unlike competitors we designed with user needs in mind and avoided the following:
Fearful and scarcity copy to make users feel they need to add more cover urgently
Offering a different package form the user selected and expected to buy
Not letting users continue until they interact with add-ons/packages
A/B test results + improvements
After setting up an A/B test function where 50% of users entering the partnership journey saw the additional page (varient A), we found the following from quantitative data:
~15% of users in varient A added more cover to their policy
Average transition value (ATV) was 2.5% higher for users in varient A
Conversion stayed the same for the two groups
We also had great qualitative signal, from user interviews where no direct questions about the page were asked:
Most users mentioned how quick the journey felt compared to other providers
Some users found and considered add-ons they didn't know about or saw on the PCW
Users mentioned finding it useful to be able to add extra cover at that point in the journey
No users mention the journey feeling long or overbearing with add-ons
We were happy with these findings and expanded the use of the page to other products!
