Starting a quote on LibertyMutual.com
As UX Lead, I helped introduce UX methods that improved customer advocacy and our ability to solve the right problems.
My team steadily improved KPI performance for the top-of-the-funnel sales experiences across the site, specifically increasing quote starts from the marketing landing page.
My role:
Primary UX/UI product designer
Workshop facilitation
User research & testing
Process design
Team organizer, coach
Details:
2017 – 2020 for Liberty Mutual
Designing the process
When I was hired by Liberty Mutual, there was a strong call to help them shift to a more customer-centric design culture. I had a key role in influencing how our Agile squads embraced new practices and our shift to a new problem-solving approach:
Facilitated Design Thinking workshops with developers and business stakeholders
Created Lean UX templates for writing problem statements and testable hypotheses
Provided coaching to Agile squads across our product portfolio
Improving quotes and binds across LM.com:
Incremental binds are a measure for multi-channel policies sold. Applying our new methods, we have accomplished the following:
In 2019, we had 812 incremental binds — in 2020, we are targeting 1,219
In August 2020 we have 898 incremental binds already — 74% of our planned goal
Mobile-first, really
One example, where the process paid off was the Marketing Landing Page. We worked with our analytics partners to build a case with data around tailoring experiences to device type—hypothesizing that device context would improve the quote starting experience—then created an interface that leverages device-specific patterns to improve quote-starting efficiency.
Quoting experience within the “thumb zone”
Mobile navigation pattern used for designing the selection sequence
Collapse/expand creates user focus
LiMu & Doug are never cropped poorly on mobile
Easy recall
The Retrieve Your Quote experience hinges upon a prospective customer remembering, or finding, their Quote ID# from a previous visit. We collaborated with several stakeholders to build an experience that eliminates the need for a Quote ID#, making it easier for customers to jump-start a quote. The impact was remarkable:
Quotes recalled increased +111.2%
Recalled binds (policies sold) increased +54.0%
