The problem

As a term life insurance company, Ladder relies on a subscription-based payment model. Users can choose to pay for their policies monthly with either their credit cards or through their bank accounts (ACH).

The problem I was tasked with solving was to improve the conversion metrics for our billing transaction page—the page where users input either their credit card or ACH information.

Specifically, in terms of success metrics, we wanted to not only improve overall payment conversion but also increase the number of ACH payments. ACH is better served for term life insurance transactions because it's a long term commitment and banks don't expire.

This project was part of a larger brand redesign project which you can read more about here.

Original payments flow

Original payments flow

Original billing transaction page

Original billing transaction page

The solution

What we shipped

What we shipped

I used two experience principles to guide me for this redesign:

  1. Be clear
  2. Be transparent

Be clear