FBD Insurance: Enhanced Architecture & Quote Optimisation
Role: UX Lead, Information Architecture, Wire-framing, Usability Testing, Visual Design
Overview
FBD Insurance, a leading insurance provider in Ireland, recognised the need to scale its online platform to offer a broader range of insurance products beyond car insurance. As the UX Lead, my primary objective was to analyse and improve the current information architecture of the website to accommodate offerings such as house insurance, travel insurance, insurance for farmers, and insurance for businesses. Additionally, I was tasked to optimise the car insurance quote process to enhance user experience and increase conversions. Our collaboration with FBD Insurance was centred on enhancing the overall user journey, enabling seamless navigation, and achieving tangible business results.
Research & Methodology
Card Sorting: To restructure the site navigation, we conducted card sorting exercises with the current site menu items and additional items required for the new insurance products. The results revealed a natural grouping for three main categories: Persona, Farm, and Business.
Tree Testing: We performed tree testing on the suggested new site map to ensure users could efficiently navigate to essential tasks, such as obtaining a quote for a specific insurance product or renewing a policy. The tree testing scored above 85 on the System Usability Scale (SUS), indicating an intuitive navigation solution.
Wireframing & Visual Prototyping: Based on the successful tree testing results, we proceeded to create wireframes and visual prototypes to refine the user interface and overall user experience.
CAR INSURANCE QUOTE PROCESS REDESIGN
In addition to improving the overall information architecture, I focused on enhancing the car insurance quote process. Collaborating with a third-party research team, usability tests were conducted with 15 participants from diverse backgrounds to observe and understand user behaviours and pain points.
Key improvements implemented
"Before You Start..." Modal: We introduced a modal that educates users on the type of documentation required and estimated time to complete the car insurance quote, setting clear expectations from the outset.
Clear Progress Indicator: A visible progress indicator on the left-hand side was added to guide users through the three stages of the process: 1. Your Details, 2. Your Quote, and 3. Pay Online.
Progressive Disclosure: To reduce the perceived complexity of the "Your Details" section, questions were displayed progressively based on the user's previous choices, providing a more tailored experience.
Smart Address Autocomplete: We implemented a smart address autocomplete system to streamline the process of entering user addresses, saving time for users and minimizing errors.
Transparent Information Requests: When requesting sensitive information, such as email addresses, we provided clear explanations of why the information was necessary, fostering trust and user confidence.
Results & Impact
The improvements to the car insurance quote process were validated through usability testing conducted with 15 participants from diverse backgrounds. The optimised process resulted in the following achievements:
30% Increase in Insurance Quotes: The enhanced user experience and intuitive navigation led to a 30% rise in insurance quotes, indicating improved conversion rates and customer engagement.
50%+ Reduction in Customer Support Calls: The redesigned car insurance quote process and improved user guidance significantly reduced customer support calls, streamlining the customer journey and minimizing friction points.
Conclusion
The FBD Insurance project exemplifies the value of user-centric design and its impact on business success. Through a thorough UX process involving information architecture analysis, card sorting, tree testing, and usability testing, I successfully created a scalable navigation system to accommodate the company's expansion into multiple insurance products.
FBD Insurance's commitment to delivering a superior user experience demonstrated their understanding of the direct correlation between excellent UX design and substantial ROI for their business.