When we look at the gig economy in the USA, we understand that the gig workers are in this spot where they’ve got no options in terms of insurance coverage. And the medical costs? Skyrocketing. It’s a real headache, to be honest. That’s where this startupis trying to innovate.
With affordable options, now gig workers can be stress-free when they find themselves through an accident, knowing that they wont need to spend thousands of dollars of medical bills.
The task
- Redesign current application (based on hiphotesys)
- Analise quantitative Data
- Increase conversion
- Suggest improvements
Application form
UX / Product analysis
Friction
- The experience doesn’t allow the user to save their progress and come back at a later time
- If a user is ineligible for a benefit type (e.g. RentProtect), they often don’t find out until after they’ve indicated they want it
- It is hard to change values once entered into the field
- It is hard to go back and forth across different pages of the application
Redundancy or excess of information asked
- A user has to provide lots of information all at once, both before they get a quote and to completely sign up
Uncredible
- The interface doesn’t inspire confidence in a new potential customer that GigEasy is a legitimate company that they can trust with their money, and they can trust to provide the benefits they are paying for should they need to use the insurance on any of the covered services.
Confusing flow
- It is hard for the user to understand what their benefit options are – type of benefit, within that the coverage options (what each option covers and doesn’t cover), and the subsequent pricing.
- It is hard for the user to also figure out where to go to find the information they are looking for
Key hipothesys
By optimizing the onboarding flow and creating a transparent quotation system, we can materially increase the conversion rate, and subsequently significantly contribute to our user growth goals.
Research
Competitor analysis – Catch
Competitor analysis – Stride
Problem 2
Streamline questions
Implemented solution
New modern UI
As mentioned before, the interface was old and doesn’t looked it was designed at all. Interfaces like these does not inspire confidence in potential customers and it does not look like GigEasy is a legitimate company that they can trust with their money. With a new and modern interface, GigEasy starts to look like a real company that invests and provides good products and customer service.
More streamlined application
Not only the interface, but the whole application experience is improved in terms of finding better ways to ask only the relevant questions for the application to be processed. By not repeating questions and allowing potential clients to apply for different plans even though the provider is different is a big win for customer experience.
Application V1
First iteration deployed on production
Let’s have a look at the data
Application funnel
Mixpanel
What is going on?
Huge drop of on last step
Our customers go through the (not so) lengthy application journey. They see the summary screen and before proceeding to payment, there’s a 62% drop-off. What is happening here? Our assumption is that it’s because this is the first time users see our pricing. It could be causing frustration that they are not aware of the final price anywhere on the journey, but on the same time we can only calculate the pricing based on the details provided.
What can we do?
How can we make users aware of the pricing before reaching the last screen? Can we have a better pricing system? Can we present a less refined price before the end of the application? And the most important question: are our assumptions correct?
Key hipothesys
If we create a simple quotation flow before the application, can we reduce the drop-off before payment?
Quotation V1
Quotation deployed to production
Let’s have a look at the data
Quotation funnel
Mixpanel
What is going on?
Huge drop-off on clicking on the quote
When clicking on the “Get a Quote” button on the website and going from the benefits selection screen to the form, there’s a 57% drop-off. Our assumption is that the user will still want to see the pricing before sharing any information. Even though on the website it says “From $35” our assumptions is that they still want to see that pricing there on the benefits selection screen.
Huge drop-off at the email confirmation screen
Some users are still willing to send some basic details to see the quote. But when they see that they need to confirm their email, they just give up. Upon checking that the emails are working and being sent correctly, we assume that going through this 2FA is causing friction to most users.
Key hipothesys
What if we display the basic pricing at first and remove the need to confirm email to see quote?
Quotation V2
Email confirmation removed from quote and deployed to production
Let’s have a look at the data
New quotation funnel
Mixpanel
Drawbacks
No follow-ups
Since the email confirmation was removed from the quotation, we cannot do any follow-ups with potential customers anymore since we don’t have that data.
Email confirmation is still necessary
Due to regulation and business goals, we still needed to confirm the users email, but instead of having it on the quotation, we pushed that to after the account was created, during the application form.
Email confirmation moved to Application Form
Let’s have a look at the data
New Application funnel
Mixpanel
What are the learnings and improvements from this project?
Confirming account causes friction
User don’t like to confirm their email if they are not yet sure what they want. They feel like they are committing to something. But on a business perspective, the advantage is that we can focus on who really is interested on the product.
Look at the data to make smart decisions
Working with Product Design is different than working with UI or Graphic Design. Product Design is more focused on results and shaping a product. You have to look at data to make smart decisions. Product Design is science, not art.
There’s no right or wrong
There are no right or wrong answers. Most of product strategies will have some benefits and some drawbacks. The way you use this strategies to shape your product will affect the outcome, so it’s recommended to choose wisely according to your current goal.
Experience matters
Use your knowledge and experience to improve user-experience or conversion rate. Experience matters. Trial and error from the past builds experience. Use it to your advantage.