THE CHALLENGE
User research and user feedback suggested that users want to be able to quote for other people close to them. Currently, Go.Compare does not support multiple accounts under the same user profile, causing frustration which results in users choosing competitors’ sites to compare insurance prices.
MY APPROACH
User research
With the help of the research team we conducted a number of moderated interviews exploring the main reasons why people wanted to quote for others.
To summarize and share our findings we created 3 pesonas and focused our discussions around the persona that illustrated best the reasons why quoting for others is important.
Feature vision
On the back of number of collaboration sessions I guided the team in defining a feature vision for the ability to quote for friends and family. The vision was important to gain key stakeholder support and to state direction of travel for the engineering teams.
Testing the competition
The friends and family feature have been recently introduced by some of our competitors. We decided to test Confused.com with users, looking to learn what works and what doesn’t. The insight was very helpful when deciding on what the next steps for the project would be.
Service design
Offering the ability to quote for friends and family is a completely new way of doing things for Go.Compare. To ensure we understand the impact to the wider business we mapped the various stakeholders. The systems and processes that will need to change to reflect the new way of doing things are with the customer service and email campaign teams.
Prototyping
Working with the product and engineering teams, I was able to break down the vision to a programme of deliverable improvements. The first step was to allow the users to edit information in journey, ensuring they are quoting for the correct individual.
THE OUTCOMES
The new improved experience allowing users to quote for friends and family on Van and Home comparison journey will be released in Oct 2023. We expect to see immediate positive impact in reduced number of feedback we get. As part of the project we have benchmarked quote completion and conversion for improvement.