Co-op Young Driver
Co-op were one of the very first insurers to offer telematics insurance to young drivers, and we were there to help build their first platform. Fast forward 10 years, and we helped update the user journey to keep up with new branding and digital transformation needs.
Co-op’s Young Driver proposition was in need of a brand refresh and UX overhaul. With the company in digital transition, the website needed modernisation and it was time to bring the quote engine up to date with their other services.
During the project we worked as the external team working closely with members of the busy Co-op digital team. At the beginning, it was important to evaluate the position of the current Co-op quote engine to build a clear understanding and picture of how the project would move forward. During the initial stages, we undertook a number of research tasks and have highlighted these below.
Starting off with the existing Co-op quote engine and comparing it to others within the same car insurance space, our UX team evaluated the usability of the website. They looked at the way questions were asked and how much it required the user to think.
Was there a better way to capture information or suggest it in ways that would be less onerous? Could we help customers get from A-B quicker? More than 150 pages of ‘tear down’ documents were created, fueled with analysis and ideas to take forward into wireframes and functional requirement specs.
It was important to benchmark quantitative data from analytics tools to help build further understanding of how the existing quote engine was performing. Key information was gleaned from reviewing the numbers and helped give focus to certain areas of the design.
We established that mobile traffic accounted for roughly 10% more than on a desktop. However, conversion rates were significantly lower. This meant there needed to be a focus on improving the mobile experience.
How could we make the mobile experience even quicker and more efficient for casual users browsing on their phones? Were there particular pain points that were easy to overcome on desktop, but show-stopping on smaller devices?
Understanding current conversion rates and pages that experienced large exit rates helped us to define parts of the strategy and define the Key Performance Indicators (KPIs) for comparable reference once the new site was live.
A valuable way to gain quick insights into the existing quote engine was to usability test with real potential customers. Using remote testing, we were able to rapidly recruit and qualify suitable users to test with – all from the correct demographic. We tested with five participants as data suggests you can uncover 80% of common issues with this number. Testing with more than five participants and you will start to see diminishing returns.
We undertook these usability tests and reported back to Co-op with our findings. It’s here that we uncovered opportunities to improve the quote engine and identify small frustration points that could easily put off potential customers.
Sometimes it’s a simple discovery that can lead to a new solution being proposed. For example, when users filled in the question, ‘Licence held since’ they were required to complete the full date DD/MM/YYYY. A simpler, less thought intensive response to the question could be asking for just the MM/YYYY, or just asking the number of years held e.g. 6.
We were able to uncover lots of insights and patterns to make recommendations going forward into the next stage of the project.
Card sorting questions sets
Card sorting is a method used to help design or evaluate the information architecture of a site. It can be a great way to help teams take a step back and think logically about how topics or items can be placed into natural groups. This can be done with customers or collaboratively in teams. The Co-op question sets were open to review during this project, and would then be validated with user testing later on. Questions were printed and laid out onto table surfaces, with teams organising these into sections.
Having conducted a thorough phase of research to build our understanding of the project, we began to compile the new question sets into the wireframes. Wireframes are a great way to demonstrate the intended hierarchy of content. Showing the placement of important content and in the case of the Co-op, being able to show the order of questions – demonstrating how these would be displayed. By creating wireframes of the full user flow from landing on the Co-op website, going through to the questions and onto the quote and installation steps, we were able to prototype these to test with users early.
Usability testing wireframe prototypes
Using the same process we spoke about earlier, user testing was also undertaken on the wireframe prototypes. We tend to use either InVision or Figma’s native prototyping tools and share this with our clients. During user testing, we look to observe any difficulties users faced when engaging with the question sets. Using clickable prototypes allowed us to test these forms at a high level with further testing required on developed or live versions. These tests provided lots of insight to validate early design decisions.
We also conducted separate tests on different types of navigation and throughout our research, we found numerous examples of numbered steps being used. We then validated this against a simpler, labelled navigation during our usability tests. We found that most users’ preferred numbered and labelled steps as a quick and simple identifier to indicate where they were in the quote journey, for example, “1. Your Car”. This evidence was given to the Co-op team with the recommendation of its inclusion.
Co-op’s design system
One of the great things about working with the Co-op digital team was their dedication to producing a design system that would help unify styles and patterns across all touchpoints. After the wireframe stage with all user testing completed, the team were able to get going with adding visual styles using the current design system components.
This design system was then handed over to our technical team who built the new quote engine, which was developed using ZEND frameworks and integrating existing APIs.
In summary, it was great to work with and alongside the Co-op team again. The research, prototyping and user testing for this project was extensive, which has undoubtedly led to incremental UX improvements for their quote engine and the users of this quote engine.
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