Quote Process Research Project
*Certain elements of this project have been undisclosed at the discretion of the company.
Role/Team: I worked as the UX lead for half of the project and partnered with the lead UX designer for the other half. I completed user testing, led user interviews, and created and implemented a survey.
Project Length: ~3 weeks
Problem: How do we create a better user experience to increase overall website conversion?
Overview: This was a multiphase project that looked at different aspects of the client’s travel insurance comparison website and worked to determine the ways in which overall site conversion could be increased and how the customer’s experience could be improved.
Alyson Desmarais
Quote Process Research Project
*Certain elements of this project have been undisclosed at the discretion of the company.
Role/Team: I worked as the UX lead for half of the project and partnered with the lead UX designer for the other half. I completed user testing, led user interviews, and created and implemented a survey.
Project Length: ~3 weeks
Problem: How do we create a better user experience to increase overall website conversion?
Overview: This was a multiphase project that looked at different aspects of the client’s travel insurance comparison website and worked to determine the ways in which overall site conversion could be increased and how the customer’s experience could be improved.
Initial Research
The first step to completing this research project was understanding the way in which the website users currently used and made purchases on the site.
- Usability testing was completed with in-house employees and also those who had purchased from the site in the past.
- This testing allowed us to gauge how much the users knew about travel insurance as well as their comfort level when purchasing the insurance.
The original website that was being tested.
The original website that was being tested.
Customer Interviews and Surveys
Website users from our target demographic were brought in to gain a better understanding of their purchase history.
- Users were questioned as to why they had felt the need to purchase travel insurance and what type of insurance they purchased.
- These interviews provided insights into how confident the users were when they were searching for plans, which could affect their overall willingness to purchase.
User Survey
The final piece of the research was the customer surveys that were implemented on the homepage of the website.
- These surveys allowed us to understand if users were coming to the website to purchase, research, or just browse plans.
- They also provided insights as to the type of plans users were looking to purchase and if users even knew that there were various types of travel insurance plans available.
Example screen from the online survey
Agent Interviews
The client’s company has in-house travel insurance agents who we interviewed to gain first-hand insights into how the users move through the quoting and purchasing process.
- Several groups of agents were interviewed in order to understand the questions that users ask them the most on a daily basis.
- They also helped to explain the areas on the website where users seemed to struggle/get stuck when searching for a plan.
- This information helped provide the context for the changes that were then made to the website.
The Output
A small portion of this research led to making small yet rapid changes to the website in order to improve user’s short term experience, while simultaneously working to prepare for more long term changes.
- Just a few of these small, yet impactful changes, include saving user’s filters when comparing travel insurance plans, implementing dynamic labeling on the website’s purchase form, and fixing a glitch that occured as users scrolled through forms.
Filters now save when a user returns to the results page.
Once a user enters their first name into a field on the purchase page, the beneficiary section’s input field labels use dynamic labeling to reflect these changes.
Filters now save when a user returns to the results page.
Once a user enters their first name into a field on the purchase page, the beneficiary section’s input field labels use dynamic labeling to reflect these changes.
Conclusion
While our findings led us to make small sitewide changes, future work will demonstrate where the majority of this research will fully be utilized. Stay tuned!