by miles
a simpler and fairer car insurance that users pay by the mile.
OPTIMIZATION
INSURTECH
DESIGN SYSTEM
2021
UK
project
Redesign the quote and checkout flow, making it easy to understand our pay-per-mile pricing.
role
Led information architecture, UX research, and design system creation. QA’d assets on Storybook.
business metrics
Increase overall conversion and lower bounce rate.
Improve data collection to gain deeper insights and determine what works and what doesn’t.
research areas
1_service proposition & pricing
How might we help first-time customers understand our pay-per-mile proposition and reduce anxiety around variable pricing?
How might we help customers trust their quote and fully grasp how much they can save?
2_mile tracker
How might we build trust in our tracker and stand out from the blackbox option?
How might we ensure people feel confident installing their miles tracker?
3_user experience & design
How might we simplify our interface and minimize cognitive load, especially for mobile users?
How might we reinforce a sense of trust and legitimacy as an insurance broker?
design brief
1_simplify
Reduce page clutter by adding steps to the user journey and overlaying secondary content.
Highlight key values and differentiate the primary CTA from secondary actions.
2_set a solid foundation
Create swappable components to enable future multivariate tests.
Design mobile-first (as traffic keeps increasing on mobile devices).
Implement our new design system, using WCAG accessibility guidelines.
design procress
initial wireframes
user testing
1_focus group
Format: 4 groups for 90 mins.
Objective: understand cognitive biases towards this type of insurance policy.
2_in depth interview
Format: 12 participants for 60 mins.
Objective: Surface shortfalls in the existing web experience vs new design prototype.
key learnings
We need to clarify messaging related to the value proposition and content.
We need to resolve critical blockers in the user journeys and interface.
design system & components
designs
delivery
Investigated quote and checkout flows through data analysis and user research.
Redesigned the flow to simplify the experience and make our pricing proposition easier to understand.
Modernized our design language with a new design system aligned with WCAG accessibility guidelines.
results
Increased conversion rate by 22%.
Launched the first design system reaching AA accessibility standards.
Established a robust design foundation for future product development and faster development cycles.
project summary
©2025 Rémi Perrichon