Mobile Renters Insurance Quote And Buy Experience

Assurant Specialty Property engaged Idea (now Astadia) to create a mobile web quote and buy experience for renters insurance. The decision making process for renters insurance purchases is often a rapid one, heavily influenced by apartment community referrals. As such, Assurant and Idea agreed that a mobile experience would facilitate this rapid process and benefit Assurant by allowing customers to buy on the spot after a referral.

Approach

As Strategy Director, I delegated the page-level design work to a senior user experience strategist on my team. I regularly reviewed his progress and provided feedback on his work. Together, we focused on streamlining the quote process and reducing confusion about insurance terminology. I also maintained direct contact with the client, providing updates and participating in meetings.

In addition to directing the project, I conducted a round of mobile usability testing on my strategist's designs. I created a usability test plan that gave a group of target users a chance to research, quote, and buy renters insurance in a mostly-functional Axure mockup. Using a setup of my own design, I recorded the participants interactions on the screen as well as their facial expressions.

After the testing, I collated and analyzed the data, providing recommendations to the strategist on how to improve the design. I also provided the client with edited videos and interesting insights about the purchase process.

Impact

My strategist's design, enhanced by my usability testing, was a great success. Our purchase flow was three minutes faster than the desktop experience. Two months after launch, the mobile web experience was closing 300+ policy sales per month. Based on this success, Assurant chose to expand its relationship with Astadia to include other mobile web experiences.

Sample Usability Report Slides