Pet insurance

Roles and responsibilities

Senior UX Designer (me) - Concept ideation, advanced prototyping, user research support, stakeholder management

UX Researcher - Advanced interaction tracking, conducting A/B test

Senior Optimisation manager - Advanced interaction tracking

Senior Product manager - Analytics support, legal and compliance support

Background

Funnel data from our pet insurance journey indicated that users were struggling to select an appropriate cover level for their pet due to the level of drop-off after interacting with that question and also due to the frequency that a user would change their cover level after seeing quotes for their pet insurance.

It was hypothesised that the way that the questions leading to a user selecting a level of cover for their pet were worded made it difficult for a user to be sure they were selecting the right level of cover. In the existing structure, a user is first asked if they would like to cover their pet for “Accidents only” or “Accidents and illnesses”, if they select the latter they are asked to select between three options”

• “Up to 12 months - Or to the vet fee limit, whichever happens first”

• “Up to vet fee limit - No longer covers the condition after limit is reached”

• “Lifetime - Covered up to the vet fee limit which is renewed each year”

Question breakdown

To try and avoid making a user select between three pretty vague options for the cover level for their pet, we wanted to test breaking down this question into a series of Yes/No questions that would eventually arrive a user at their desired cover level. The series of questions and options can be seen below.

Cover level confirmation

Another addition to the question that was tested was adding in a short explanation of the cover level a user has selected as well as its official industry name. This was added to hopefully add some more context around what the cover level provides and alleviate any doubts a user has about their selection before progressing.

Qualitative testing

Working with our squads UX Researcher I created two clickable prototypes, one mobile and one desktop, using Sketch and Invision and together we came up with some research questions we wanted to focus on for the unmoderated tests we were planning on running using Userzoom.

The participants (5 desktop and 5 mobile) were asked to select a cover level for a pet they were going to insure and think aloud as they went through the prototypes. They were then asked to rank how easy/difficult it was to select a cover level and how confident they were with the selection.

Business impact

After some wording iterations based on some of the verbatim feedback in testing the designs were signed off by our commercial and compliance team and handed over to the development team in an inception session where we went through all of the different aspects of the designs and worked out any possible tech and question mapping limitations.

Working with the optimisation team it was decided that we would release the designs as a JDI (Just do it) and track it’s performance over the next two months compared to the two previous instead of an A/B test.

Over the next two months we observed an increase in people completing the pet journey (+0.76%) and a reduction in users changing their cover level when they see quotes (-1.12%). These results along with our user testing outcomes gave us confidence that users were now better able to select a level of cover that was relevant to them. Commercial finance estimated the change to have an annualised value of £50,000.