My role: UX designer
One of Say’s brand promises was to make auto insurance transparent, simple and friendly. To deliver on this, Say developed a feature that allowed users to learn about a little known but important rating factor called the insurance score. The insurance score is similar to a credit score but looks more at the customer’s behavior towards their finances (e.g. on-time payments) more than looking at the finances themselves (e.g. placing lower value on the size of the payments). My research with users showed they were interested in learning more about the insurance score and specifically about how it affected their rate. I knew we had a problem when site analytics showed poor performance on the insurance score feature despite this known user interest. I took on the challenge of understanding the gap between user’s intent and behavior and how to bridge it with a user-friendly solution that met our brand promise.
I started by focusing on two insights from users. They wanted to know about the score and how it affected their rate, and the few that used the feature abandoned it when we asked a question about the last four of their social security number. I knew I needed to get around the SSN question, so I collaborated with underwriting and legal teams to come up with a way to show users the range that their score fell into without having to ask for their social. I also wanted to rely on progressive disclosure and only introduce the insurance score concept in relation to the rate. This led me to integrate the insurance score feature onto the rate reveal page in the quote flow.
Once I had an idea about where the insurance score fit in, I focused on design solutions that would be clear but minimal so as not to distract the user from moving on to purchase a policy. The design needed to be responsive, adhere to our design system, and show the insurance score in relation to the rate. I worked with pencil and paper through multiple versions and iterated with feedback from stakeholders and the design team until I landed on a tab and folder design that was efficiently minimal, usable and intuitive. I created mid-fidelity versions in multiple sizes and hallway-tested them before moving into high-fidelity. I also learned more about the insurance score during this process, and realized it needed to be shown in relation to the rate as well as to other important rating factors like age, number of cars, and marital status since those factors, in some cases, might have bigger impacts on the rate than the insurance score.
Implementing the animation
When I presented the designs, the front-end team was skeptical about the animation, having never implemented anything like this before. I found an example animation and CodePen samples that I used to communicate the idea in terms of code. This helped give the engineers a starting point and helped overcome the initial resistance to adding animation into the tab and folder design. I worked closely with the engineer to figure out pacing details and the interaction during the implementation sprint. UX content was also heavily involved as we tried to keep the copy as clear and brief as possible, which was difficult to do with an abstract concept. During our collaboration, we worked with support staff to try out different analogies with callers to see which ones clicked. This also helped support staff understand the insurance score better themselves. I learned that prior to this project, many of the support staff misunderstood the score’s relationship to rates (it is complicated, even for insiders) and some had been trained to compare the insurance score to getting a blood test, which surely contributed to our earlier poor engagement rates.
The insurance score, when paired with the rate reveal, offered valuable insight to users and bolstered our brand promise. It also allowed us to leverage score ranges as an user ID attribute that could be analyzed for marketing purposes. This project helped define the motion language for Say.
Tab and folder animation designed to concisely display four insurance rating factors, including the insurance score, without distracting the user from the quote purchase flow.
Desktop design of the insurance score in context on the rate reveal page.