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.
Today, iAuto does not convert customers to purchase insurance online, and the current customer experience does not reflect the value proposition of State Farm.
Current Experience Metrics
Drop before seeing a price
Actually complete the purchase
Getting auto insurance shouldn’t be this hard.
We Took a New Approach
Customer Experience Led
+ Organizational Collaboration
A Simplified Experience
Customer Experience Principles
The experience is personalized to me.
Care About Me
You approach me with understanding and empathy.
Be Honest with Me
I trust what
you tell me.
You look out for me.
Work with Me
Make it Easy for Me
You make the
Value What I Value
You know what is
important to me.
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.
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.
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.
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.
Reduction in Clicks
Reducing unnecessary questions and implementing a simplified flow greatly helps customers receive and purchase a quote faster.
A Simplified Experience
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.