Car Insurance
Search Optimization
Digit Insurance is a fast-growing insurance company in India
with a mission to make insurance simple.
PROBLEM STATEMENT
A large number of drop-offs were observed on car insurance search.
Sprint planning & process
To understand the problem, I conducted user testing to learn how users interacted with the car search. I also coordinated with stake-holders from multiple functions to understand the rules, and restrictions around the problem statement.
Solutions were prioritised based on effort and impact. Further, they were split into smaller sprints, which helped us release, learn and iterate faster.
Identified issues
Solution
Created Icons to solve for the lack of visual hierarchy
Used iconography to make the product selection clear and prominent. We created design guidelines and icons for current and future projects
Improved interaction and communication
1. Added ‘actionable’ infield text to inform
users about the action required.
2. Introduced a 5-second content loader
to indicate upcoming search results.
Simplified car search
The original car search was confusing because we required users to search and select the right car make, model, variant and fuel type. To simplify this we split the car search into two sections. A) Car brand and B) Variant (includes fuel type). Based on car Brand, the respective variants will be populated.
Conversion improved by 32%
Drop-offs reduced and more users were able to find their cars and move ahead in the journey.
Learnings for this project
‘Small changes make a big impact’ is the biggest takeaway from this project. In-depth user testing and data analysis enabled us to make impactful and aesthetic design changes.
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