INSURTECH STARTUP | QUOTE & CHECKOUT | 2021

How might we help customers get a quote and gain a thorough understanding of our pay-per-mile proposition and pricing?

BACKGROUND

By Miles is a car insurance users pay by the mile. It offers a fixed annual cost to cover the car when it’s parked, then users just pay for the exact number of miles they drive each month, with no hidden fees.

RESEARCH AREAS

Implemeting the “How Might We” ( HMW ) methodology.

Service Proposition
HMW help first-time customers understand our pay-per-mile proposition?
Pricing
HMW help customers make sense of their quote and trust it?
HMW help customers gauge how much they could save with us?
HMW reduce anxiety around our variable pricing proposition?
Miles Tracker
HMW reduce distrust about our tracker and differentiate ourselves from the Blackbox offering?
HMW give people confidence that they'll be able to install and set up the Miles Tracker?
User Experience
HMW simplify our interface and minimise cognitive load for our users?
HMW design a simpler mobile experience?
Design:
HMW reinforce a sense of trust and legitimacy as an insurance broker?

BUSINESS METRICS

Increase overall conversion
Reduce bounce rate
Better data, improve our understanding of that funnel (about what works and doesn’t)

OUR DESIGN BRIEF

Simplify

IA: More steps / less content per page
IA: Place secondary content in overlays (for detailed oriented users only)
Highlight key values customer care about most (total cost / upfront cost)
Clearly differentiate our primary CTA from secondary actions.

2. Set a solid foundation for the future:

Create interchangeable components that could easily be swapped in the future to faciliate multivariate tests.
Design mobile first (as traffic keeps increasing on those devices)
Implement our new design system, using the WCAG accessibility guideline.