Prototyped and tested new checkout journey, resulted in an 8% annual revenue increase

Information architecture for variants of the prototype

Identification of Opportunity

New regulations from the IDD required the RAC to allow customers to actively build their own insurance packages by selecting individual elements, rather than having pre-bundled options. While complying with regulations was necessary, the business viewed this as a potential risk to revenue streams.

The introduction the new checkout flow

Definition of Problem

To assess the true impact, I designed a research project investigating users' ability to recall and understand the distinct coverages they chose when customizing their breakdown packages during checkout. With an objective to prove comprehension was key to mitigating revenue risks.

An example of a question, the cart to the right updates as users add elements

Iteration to Solution

This initiative operated in weekly agile sprints. From Monday-Wednesday, we rapidly built coded prototypes using the RAC's actual website stack and pricing API. On Thursdays, we user tested the prototypes, then planned the next iteration on Fridays based on findings. After a month of iterations, we achieved an acceptable level of user comprehension with a reimagined "question-oriented" checkout flow. I then oversaw development as we transitioned this prototype design into production on the live RAC platform.

The checkout flow on mobile devices

Impact

Not only did the revamped user-centric journey meet compliance standards by ensuring customers understood their final selections, it actually drove an 8% increase in overall insurance revenue for the business. By prioritizing comprehension over conversion tactics alone, we created a transparent experience that bred confidence and willingness to purchase more coverages. This reinforced the RAC's trustworthiness while unlocking impactful business results.