How we drove revenue and user satisfaction. Car Hire Insurance App
Introduction
I had the opportunity to work in a small, early-stage company, shouldering significant responsibilities within a fast-paced environment. As one of the two UX/UI Designers at Halo Insurance (IcarhireInsurance), I spearheaded an end-to-end project to revamp a car hire insurance app, focusing on critical growth areas and significant impact on the company's business metrics and customer satisfaction. The redesigned app has been successfully launched, and you can now download it here: Car hire App!
Project Overview
Company:
IcarHireInsurance.com (Halo Insurance)
Role:
UX/UI Designer (Growth)
Tools
Figma | Miro | Pen & Paper | Google for competitors research and best practices
Outcomes
Enhanced user experience leading to improved revenue streams and customer engagement
Acquisition - Simplifying the Insurance Quote Process
Challenge
Users found the initial process of obtaining an insurance quote cumbersome and unintuitive.
Solution
I redesigned the main screen to offer a streamlined, minimalistic design that facilitated a quicker and more efficient quote process. This change significantly sped up user onboarding, boosting new user acquisition rates.
Monetisation - Enhancing Product Visibility and Upselling
Challenge
User were unable to easily navigate and understand the range of available insurance policies.
Solution
I revamped the product display and comparison screens to emphasise key information and simplify the decision-making process. By improving information architecture and introducing a "Get-to-Buy" quote screen with clear upselling options, the app now effectively drives higher conversions and average order values.
Retention - Personalised User Registration and Engagement
Challenge
New and returning users sought a more tailored registration experience.
Solution
A guided registration process was introduced, allowing user to customise their onboarding experience. This adjustment increased user satisfaction and retention by making initial iterations more personal and engaging.
New Feature Implementation - 'Snaps'
Purpose
To assist users in documenting the condition of rental vehicles effectively.
Impact
'Snaps' has become a pivotal feature for user engagement, providing a tool for users to easily record and share the condition of the vehicle, thereby reducing disputes and enhancing customer trust.
Design Process and Implementation
Given the creative freedom and constrained resources, the design process was highly interactive, involving extensive (in-house) user feedback and prototype testing. Key design decisions, such as transitioning to a bottom navigation menu and enhancing the conversational nature of the quote process, were guided by direct user insights and best practices. A rapid prototype was developed to refine functionality and provide a clear guide to developers, ensuring that the design intentions were effectively realised in the final product.
Prototype
I generated a rapid prototype to assess functionality and provide developers with a more comprehensive view of interactivity and features. You can download the app here Car hire App!. It's crucial to note that, as previously mentioned, the development resources were limited, potentially affecting the app's functionality.
Results and Impact
The redesigned app has markedly improved the car hire insurance experience, evidenced by:
An increase in user acquisition through simplified onboarding.
A growth in revenue due to better product visibility and effective upselling.
Improved customer retention rates due to personalised experiences and enhanced functionality.
Key Learnings and Conclusion
This project was a comprehensive exercise in balancing user needs with business goals within the constraints of an in-house small company environment. The experience was immensely rewarding, providing deep insights into the end-to-end product design process and the tangible impact of thoughtful, user-centered design on business success. While challenges in resource allocation remained, the project showcased the potential of strategic design to drive significant business outcomes, including increased revenue and customer satisfaction.
