- Create an engaging onboarding experience for new users
- Reduce the number of calls from new users
- Increase enrollment rates in notifications, storage, and location services
Understand the Business Problem
GEICO Mobile was not fulfilling its role as a policy management tool.
New customers were:
- Calling instead of using the app to make updates
- Dialing for roadside assistance rather than initiating claims electronically
The appliaction’s goal of 100% digital self-service was falling short of its goal.
New Customer Interviews
New policy holders were the target audience for this research. I interviewed eight customers that had purchased insurance within the past six months.
- Asses what thoughts users have after purchasing an insurance policy
- Identify user expectations and expose product gaps
Existing Customers Survey
I distributed a survey to existing customers (Power Users) to compile data on the perceptions of active users and create a well-rounded model of what it meant to be a “new customer.”
- Strongly Disagree
- Somewhat Disagree
- Somewhat Agree
- Strongly Agree
The insights from the user interviews and their survey responses led to the creation of a persona named Sue. Sue’s uncertainty during the onboarding experience, lack of confidence in her insurance, and difficulty adopting technology became key problems to solve.
Establish context for personas
New Driver Sue needed to feel confident in her choices and have peace of mind that she’s fully covered in case of emergency.
I created context for Sue by designing templates that explained why permissions were essential. Simultaneously, Sue learned about the range of capabilities the app had.
With templates in hand, I collected feedback from users about account activation and the permissions UX.
Too much context is not a good thing! Rather than overload an already difficult process, I identified a small opportunity to show three slides to users during registration.
Comparing Registration Flows
Results from a satisfaction questionnare suggested the new registration process with added context (orange) out performed the old registration process (red).
Business Impact & Final Designs
In production, context-building onboard led to a modest increase in rates of enabled permissions. The outstanding illustrations and well-curated language had a positive impact on the application’s UX.