October, 2022
35% reduction in start-to-quote time on web
Problem.
The onboarding process for customers adding their car registration during the journey was inefficient, requiring five clicks to complete. Customer interviews, CSAT surveys, and Trustpilot feedback highlighted frustration with the process, citing unnecessary complexity and time consumption. This friction negatively impacted the user experience and overall satisfaction.
Objective.
To simplify the car registration process by reducing the number of clicks and minimising cognitive load, thereby improving the onboarding experience and reducing the time to quote.
What we did.
Research & ideation
Conducted customer interviews, analysed survey data, and reviewed user feedback from Trustpilot to identify pain points.
Mapped the existing journey to pinpoint inefficiencies and areas for improvement.
Solution design
Ideated and tested multiple design solutions aimed at streamlining the process.
Developed a revised flow that reduced the number of clicks from five to two, while ensuring clarity and ease of use.
Validation & testing
Conducted usability tests to confirm the new design reduced cognitive load without compromising data accuracy.
Implemented an A/B test comparing the revised flow to the original, measuring time-to-quote and user satisfaction.
Outcome.
Faster onboarding
A/B testing showed a 35% reduction in start-to-quote time.
Enhanced customer experience
Introduced an inline feature within the form, minimising the back-and-forth between the main form and side panels, further simplifying the process.
Increased satisfaction
Customer feedback reflected a smoother process, with reduced frustration and improved satisfaction (CSAT uplift).
