0 -> 1 Product Design · Desktop · Mobile
Relaunching E2E core flow on desktop and mobile to increase conversion rate by 251% for an insurance-tech startup.
DURATION
Nov 2021 - May, 2022
TEAM
Founding product manager, Founding engineers
ROLE
Founding Product Designer
Strategy
The problem
Today, insurance customers face a fragmented landscape where every policy(renters, travel, cyber, health) lives on separate platforms, resulting in administrative overhead and lack of transparency.
My role
Collaborated closely with the founding team
Fully owned the discovery, define, design and delivery process
Conducted competitive analysis & presented findings
advocated for design led to additional design hire
Launched design system & establish future engineering guidelines
My impact
+251%
Conversion rate increase through 5 product launches.
+13%
Purchase rate increase across newly launched available service offerings.
Practice
Introduced design system and best practices to cross-functional partners.
Users struggle to
#1
Navigate the purchase process
Confusion around what steps to take, what information is needed, or how to complete their purchase with confidence.
#2
Personalize quotes
Input specific needs or preferences, generic or irrelevant quote results don't feel tailored or trustworthy.
#3
Manage multiple policies
No centralized place to view, compare, or manage all plans, which adds unnecessary complexity to difficult plan oversight.
Business goals
Acquisition & Conversion
Seamless onboarding and quote experience that simplifies complex insurance options.
Retention & Engagement
Develop intuitive interfaces for customers to understand coverage and receive personalized protection.
Trustworthy Brand
Craft cohesive visual and interaction design language that communicates security, transparency, and innovation.
Deliverable #1
Seamless onboarding
WHY IT MATTERED
Users feel discouraged by gruesome sign-on processes.
WHAT I DID
- Crafted a user-flow where users receive quotes without initial sign-on
- Created a centralized screen where users can pick their desired service
Site-map for information hierarchy organization.
Deliverable #2
Quote customization & Complete purchase
WHY IT MATTERED
Users are frustrated by too-generalized quote offerings.
WHAT I DID
- Designed a quote details page for configuration
- Owned end-to-end purchasing experience
Users have full autonomy to customize offerings, see the service available to them and decide whether to proceed.
Deliverable #3
Home screen & Plan details
WHY IT MATTERED
Users need to see their active and incomplete subscriptions at one place.
WHAT I DID
- Delivered a home screen where users can view/update subscriptions.
Users can see an overview of all their active plans, upcoming/overdue payments, and see more information for a specific subscription.
Launching design system from scratch
Delivered this small but mighty design system allowed us to move fast without over-complication.
Mobile Adaptation
The desktop MVP launched near the end of my time at Waffle, and since the next step is to expand our service offerings to mobile, I jumped on the opportunity to converted all the desktop interfaces to mobile in a week.
Lessons & takeaways
Lead with confidence
The importance of design system
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