Native Car Insurance
My Role
Skills & Tools
Product Design, User Research | Figma, Claude, Chat GPT, Userlytics
Team
1 Product Designer, 3 Product Analyst, 3 Engineers
Timeline
Nov 2025 - Feb 2026
What started as a request to restyle an embedded third-party widget turned into something much bigger. After rounds of testing iterations and "quick fixes" to copy, hero treatments and imagery exploration, I advocated for building a fully native insurance quote flow our team could own, test, and improve on our terms. The result outperformed the control by the following:
+19%
20%
33%
Problem
The previous setup was a third-party widget at the end of an already long user flow. This put serious limitations on how and what we could test, making it nearly impossible to improve without routing every change through an external team. We were patching something that needed a full replacement. I worked with the partner team's designer to map the possibilities and limitations together. The conclusion was clear: the only way to truly improve the experience was to start from scratch ourselves. I brought that to stakeholders and eventually it became a real project.
Solution
Once greenlit, I designed the entire experience end to end, UX flows, UI, and content. My approach drew from partner team research, a survey on user expectations around auto insurance, and deep exploration of comparable quote flows. Every structural decision balanced the information users needed against the reality that they were already at the end of a long journey. Users don't typically expect to think about car insurance during a move, let alone navigate who's even offering it.
Example question & results screens.
UXR
Once the prototype was solid, I ran an unmoderated usability test through Userlytics . Writing the screener, test script, setup, analysis, and presenting findings to the team. The test confirmed our earlier research and surfaced new insights around flow length, question clarity, and trust signals that shaped our iteration roadmap. Getting a data-focused team to invest in qualitative research was its own challenge, but it meant every future decision could be tied to something real.
Usability test analysis across desktop and mobile.
Final Thoughts
I've always believed this experience needed a real overhaul, not a facelift. Advocating for that took patience, the right conversations, building a case slowly, trusting the work would speak for itself.
This was just the starting point. There are still big swings ahead for this experience.
The biggest thing I'd take forward: when you're designing at the tail end of a long user journey, every question has to earn its place. Users don't owe you their attention, especially not at step twelve of fifteen. Design like you know that.
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