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Enhancing the Bundle Shopping Experience
Project type
Content design
Date
April 2023
Project Stakeholders
It takes a village! I partnered up with the following experts to ensure the bundle experience we designed was sound:
UX designer
UX researcher
Product owner
Product manager
Engineers
Corporate legal team
Process
Conduct a content audit of the current bundle experience
Perform a competitor analysis of those that are doing it really well to view areas of opportunity
Develop content modeling and wireframe
Collaborate with stakeholders to ideate on content, design and feasibility of recommended enhancements
Facilitate brainstorming workshops with UX teammates
Assist with user testing and prototype development
Identify areas of friction with user testing results and make iterative improvements
Content Audit
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Competitive Analysis
I reviewed the bundle shopping experience of several leading insurance companies. I focused on these essential elements during my analysis:
Overall page structure
Key information displayed above the fold
How the selected quote was being displayed
Ease of use in switching between the two quotes
Location on screen coverage could be edited and a quote removed
How and where discounts were being communicated
Research
I worked with research to create a prototype that was user-tested with several participants.
We made iterative improvements to the flow, based on friction points uncovered through user testing and the improvements with the greatest return value.
I also facilitated 6 Thinking Hats brainstorming sessions to solicit feedback from teammates.
We analyzed the results and grouped the feedback by theme.
My Input
Make the content more conversational, as if the shopper is having a conversation with their agent
Guide shoppers through each step of the flow and focus on one product at a time
Update terminology to align with insurance coverage taxonomy and shoppers' mental model
Utilize imagery for easy recognition of product
Move package descriptions to a tooltip
Display bundle discount amount under premium quote
Updated content when shopper removes a product from the bundle quote
Impact
2024 Goal: 2,825 Auto/Home digitally-assisted new business premium (NBP)
2024 Results: 8% above plan; 4,137 Auto/Home digitally-assisted NBP; Functional hard stop rate dropped 23.4% — from 20.38% to 15.6%
American Family Insurance is the nation's 12th largest property and casualty insurance group on the Fortune 500 list. The company offers business and personal insurance in 19 states for vehicles, property, life, farm and ranch, and more.
Research indicated that shoppers experienced confusion and frustration when bundling insurance products, resulting in brand distrust and lost revenue.
