Alfa Insurance has provided insurance to the southeast United States for over 75 years to over 780k customers. In Q4 2019, Alfa launched a new site which allows users to quote and purchase car insurance online.
At the time Alfa did not have an internal product design team, so the first version of the quoting tool was designed and built without the aid of a product or experience designer.
After joining Alfa as their first UX Designer in March 2020, I evaluated our areas of opportunity in order to improve the user experience for our online car insurance quote and purchase experience.
UX Designer
Visual Designer
Nov 2020 - Jan 2021 3 Design sprints
🖥 In development
1 Designer (me! 👋) 1 Content manager 3 Developers 1 Project manager
BEFORE: Alfa Insurance's existing auto landing page
Alfa's existing online purchase journey looked unpolished and visually inconsistent. I knew the process needed a visual overall, but I also wanted to identify some experience gaps to better focus our user's experience.
The key problems I needed to address were:
<aside> 📈 Increase the number of auto quotes generated by optimizing critical pages for conversion
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<aside> 📱 Increase the percentage of customers who created Alfa accounts after purchasing a policy online
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<aside> 🎨 Apply visual updates according to the Alfa design system I developed in Q2 2020
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Alfa established a few basic buyer profiles based on market research data during Q4 2019. I wanted to take that research and build an effective set of personas we could use to help direct our user journey.
I used these buyer profiles as a basis to create our primary and secondary personas. I then combined data about our customers such as common interests, occupation, and lifestyles to create realistic and relatable personas which we could use to build our user journey.
<aside> 💡 Explore the personas in Figma >
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Lightweight persona cards used in journey mapping
After establishing our user personas, it was time to dive into the user journey to uncover the pain points our users were experiencing. I created journey maps for each of our persona's most likely quote experience.
<aside> ❗ Visitors to the landing page could not learn about what makes Alfa unique without clicking away from the landing page.
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<aside> 💭 Users clicked away to another page on the site to research our company or simply left our site.
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<aside> ❗ Users were not able to create an Alfa account during the policy purchase process.
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<aside> 💭 Users had to call or visit an office to set up essential tools like auto pay and paperless billing.
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