Redesigning how Kiwis stay on top of their insurance and save money

Quashed gives users a single view of all their insurance policies, helping them keep on top of how much they are spending, the amount they are protected for, and presents alternative insurance options at renewal time. Family members can be added to a user’s profile for quick and secure access to their insurance information.

Introduction

Problem

Since 2019, Quashed user experience has not been revisited. Here are the key problems with the core experience:

PROBLEM #1

Low sign up & activation

No defined journey

Low click rates

PROBLEM #2

PROBLEM #3

Over half of new visitors that land on Quashed's website leave without signing up, posing a significant challenge as it restricts the number of users progressing through the conversion funnel.

An unclear new user experience leads to frustration, which results in an increased dropout rate. Most users don't understand how to use the platform and usually leave feeling overwhelmed, and they don't come back.

Market Scan is one of Quashed's main features, and the business relies on users' click-through rates.

DEFINING THE PROBLEM

"How can we redesign a better experience for new users to help Kiwis stay on top of their insurance and save money?"

TIMELINE 2023

Goals

BUSINESS GOAL

USER GOAL

To increase the number of users signing up and activating. Find and reduce the pain points and friction that's causing drop off.

Create a positive seamless experience where new users have found savings on the same day they signed up.

Impact

The overall impact is like a funnel system where the more people we can get to sign up and activate successfully, the more chances we have to get them to complete a Market Scan, view their results and click through to purchase.

Operational efficiency

A delightful, consistent experience

Our audience

USER #1

USER #2

USER #3

The person in the household that has been tasked to manage all the insurance. Before Quashed they were manually using a spreadsheet to keep track of all their insurance policies and setting calender reminders when they were due for renewal.

Designated insurance manager

Car enthusiast

Property manager

They own multiple cars or have electric cars that aren't covered by all insurance providers. They want to be able to find the best price and cover.

They own multiple rental properties and every year their insurance premium increases. They want to stay on top of their insurance as well check to see if they are getting the best deal in the market.

Process

DESIGN SPRINTS

We conducted design sprints through Azure DevOps to facilitate collaboration across design, development and QA. The purpose of these sprints is to align everyone on the same goal:

- How can we redesign a better experience for new users to help Kiwis stay on top of their insurance and save money.

The target audience on Quashed is aged between 30-40. They can be broken down into 3 main types of users:

USER FLOWS

The previous user flow didn't have a direct flow to help onboard new users and guide them through the platform. This caused a lot users to drop off and not reach to the end goal of getting them to complete at least one Market Scan.

The updated flow now has an onboarding flow that guides users to do a Market Scan up front before they land on the dashboard. This flow has significantly lifted and improved onboarding and activation rates.

TESTING

Qualitative and quantitative tests were used to monitor design changes. We ran tests for a set period of time and monitored it through:

• Mix panel tracking

• Heatmap analysis

• Full story session replays

INITAL SKETCHES & WIREFRAME

Website redesign

Platform improvements
Lift user activation

Dashboard UI update

Market Scan improvements 2022-2024

Login without password

Email marketing

Email UX

UX/UI automated emails

Improved unsubscribe rate from 17.89% to 3.95%

Previous email template

Quashed email redesign

Blog redesign

Improved the UI structure & added sign up banner for new users

Results

PROBLEM #1

Low sign up & activation

PROBLEM #2

PROBLEM #3

No defined journey

Low click rates

• Improved the user flow and introduced a new onboarding flow.

• Strengthened mobile-responsive design to cater to 50% of new users.

• Achieved a 59% increase in new user activation.

• A consistent daily activation rate of 80-95%.

• Achieved a 33% increase in click-through rates for Market Scan.

OTHER IMPROVEMENTS

• Improved email marketing unsubscribe rate from 17.89% to 3.95% in 2023.

• Unified Quashed's brand identity across website, platform, emails and blogs.

• Improved the login feature so users can now log in securely through a one time password.

Overall in 2023 Quashed was able to help Kiwis save an average of $1,150 a year on their insurance.