Boosting Renters' Insurance Signups

Renters insurance is one of those 'necessary evils' to pocketbooks, but you're glad you have it when you need it. With so much competition in the space, how does a small renters insurance operation compete with the 'Big Box' insurance companies?

What is the product?

Providing the protection renters need with ease on a simple, user-friendly renters insurance site. The website allows prospective customers to quickly compare quotes, customize their coverage, and secure their belongings—no hassle, just peace of mind.

What was the situation?

The renters insurance website was struggling with a clunky, outdated interface that made it difficult for users to navigate and complete their purchases. With high abandonment rates and a complex checkout process, a redesign was needed to simplify the flow, boost conversions, and create a smoother, more intuitive experience for users.

What tasks were involved?

To successfully redesign the renters insurance site, a thorough UX process was followed to ensure the new design addressed both business needs and user concerns. Key tasks included:

• Engaging with internal stakeholders to gather insights on business objectives, pain points, and KPIs, aligning the design with company goals.

• Conducting user interviews to uncover frustrations, expectations, and key pain points, helping to inform user-centric design decisions.

• Mapping out user flows to identify and eliminate friction points, ensuring a seamless journey from landing page to purchase.

• Prototyping design solutions aimed at streamlining the checkout process and improving usability to enhance conversions.

What I learned in Discovery…

During the discovery phase, we gained key insights into what customers truly wanted from the renters insurance site. Key findings included:

• A simplified workflow: Users expressed frustration with a complex and time-consuming process, seeking a more straightforward path to get insured quickly and easily.

• Competitively priced options: Customers emphasized the importance of affordable coverage and the need for clear, transparent pricing to make informed decisions.

• Greater clarity and guidance: Many users wanted clearer explanations of policy details and coverage options to feel more confident in their choices.

These insights directly informed design decisions focused on simplifying the purchase journey and highlighting cost-effective, easy-to-understand coverage options.

What actions were taken?

To create the new design, a collaborative and iterative process was followed, ensuring that the final product was both user-friendly and aligned with business goals. Key actions taken included:

• Design sprints: We conducted several design sprints to quickly prototype solutions, gather feedback, and iterate on designs, ensuring rapid progress while staying aligned with user needs.

• Collaboration across teams: Close collaboration with stakeholders, product managers, and customer support teams ensured that we addressed both business objectives and real customer pain points.

• User testing with customers: Prototypes were tested with real users to validate design concepts, refine workflows, and ensure that the new site was intuitive and effective in solving user problems.

• Building a design system: We developed a comprehensive design system to ensure consistency across the site, making it easier to scale and maintain while providing a cohesive experience for users.

• Continuous communication with engineering: Regular check-ins with the engineering team ensured that design concepts were technically feasible and that development stayed on track throughout the process.

This combined approach of research, prototyping, collaboration, and testing led to a seamless, user-centered design that was both functional and visually appealing.