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Auto Quote Simplification

Simplifying the online auto insurance shopping experience makes it easier for customers to obtain a quote. Our mobile-first approach incorporates an intuitive user interface that simplifies interactions, reduces unnecessary data points and utilizes conversational language to effortlessly advance users through the process.

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CHALLENGE STATEMENT

Today, iAuto does not convert customers to purchase insurance online, and the current customer experience does not reflect the value proposition of State Farm.

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Current Experience Metrics

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Drop before seeing a price

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Actually complete the purchase

Getting auto insurance shouldn’t be this hard.

We Took a New Approach

Customer Experience Led
+ Organizational Collaboration

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Data-Driven
Innovation

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A Simplified Experience

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Customer Experience Principles

Know Me

The experience is personalized to me.

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Care About Me 

You approach me with understanding and empathy.

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Be Honest with Me

I trust what
you tell me.

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Protect Me

You look out for me.


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Work with Me

You collaborate
with me.

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Make it Easy for Me

You make the
experience simple.

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Value What I Value

You know what is
important to me.

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Customer-Centric Solution

To improve the online shopping and purchasing for an auto insurance quote by simplifying the customer experience and to promote the value proposition of State Farm. 

Make it Easy

By only collecting necessary data, customers can quickly receive a quote and purchase coverage. iAuto had 53 questions, but we’ve cut that number to 34. By utilizing data from our existing third-party partners, we’re managed to reduce it to 25.

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More Conversational

By asking shorter, conversational questions, customers can easily obtain a quote without having to navigate through complicated jargon. By simplifying 30 words to, "add your cars," customers can quickly understand the point of the question and move on to the next step.

Exceed Expectations

The prototype conveniently auto-populates data to eliminate extra reading and save customers’ time. It also allows users to take a photo of their license or VIN.

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KEY ENHANCEMENTS

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Auto Advance

This modernizing approach utilizes micro animations to automatically advance the user through each question. This speeds up the process, providing a easy, convenient experience for the customer.

USABILITY TESTING

Quote

RESULT

35.8  

%

Reduction in Clicks

Reducing unnecessary questions and implementing a simplified flow greatly helps customers receive and purchase a quote faster.

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A Simplified Experience

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This work is just the beginning

We will continue utilizing data, customer research and usability tests to refine the experience. These discoveries will allow us to exceed both customer expectations and business outcomes.

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Thank You

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KEY ENHANCEMENTS