Boosted User Satisfaction by 30% in the Quote Process
Client: Guardian Insurance (a Greenstone brand)
Role: Lead Product Designer
Platform/Software: Responsive Website, Jira, Figma, Miro
Disciplines: Research, Workshops, Userflow, Wireframing, User interface design
Role: Lead Product Designer
Platform/Software: Responsive Website, Jira, Figma, Miro
Disciplines: Research, Workshops, Userflow, Wireframing, User interface design
Project overview
Guardian Insurance, a Greenstone Financial Services brand, offers straightforward insurance options that are easy to apply for, giving customers the flexibility to arrange hassle-free coverage at their convenience, whether on a device or over the phone. To enhance their service, we partnered with Guardian Insurance to define brand opportunities through comprehensive research, competitor analysis, and a robust user experience design process.
Our primary focus was designing the straight-through processing (STP) quote flow—a fully automated system that streamlines the entire insurance application process, eliminating manual intervention. This quoting engine was developed to serve as the foundation for other Greenstone brands and products, including Term Life, Home and Car insurance.
Guardian Insurance, a Greenstone Financial Services brand, offers straightforward insurance options that are easy to apply for, giving customers the flexibility to arrange hassle-free coverage at their convenience, whether on a device or over the phone. To enhance their service, we partnered with Guardian Insurance to define brand opportunities through comprehensive research, competitor analysis, and a robust user experience design process.
Our primary focus was designing the straight-through processing (STP) quote flow—a fully automated system that streamlines the entire insurance application process, eliminating manual intervention. This quoting engine was developed to serve as the foundation for other Greenstone brands and products, including Term Life, Home and Car insurance.
My role
I led the design of Guardian Insurance's straight-through processing quote flow, managing prototyping, user testing, high-fidelity mockups, and UI design. I Ccollaborated with Greenstone's Head of Digital Design, Creative Director, Project Management Teams and Developers.
Problem
The primary goal was to create an intuitive and seamless Term Life Insurance straight-through processing (STP) quote flow, ensuring users could easily navigate the steps and complete their tasks with minimal friction. The aim was to streamline the purchasing process, making it user-friendly while reducing friction and potential drop-offs. At the time, the quote page followed a classic single-form layout.
Objectives
Business goals
• Enhance Customer Satisfaction and Retention
• Enhancing User Experience by streamless purchasing flow
• Ensuring Regulatory Compliance
• Implementing efficient data collection
• Ensuring mobile-first compatibility
• Accessibility considerations (WCAG Level AA)
• Enhance Customer Satisfaction and Retention
• Enhancing User Experience by streamless purchasing flow
• Ensuring Regulatory Compliance
• Implementing efficient data collection
• Ensuring mobile-first compatibility
• Accessibility considerations (WCAG Level AA)
User goals
• Friendly experience
• Customisable policy options
• Transparent pricing
• Flexibility in payment methods
• Easy quote retrieval
• Help & support availability
• Customisable policy options
• Transparent pricing
• Flexibility in payment methods
• Easy quote retrieval
• Help & support availability
Impact
As this was a focused project, we implemented the new features in phases. Throughout the process, we worked closely with the product team, engaging in numerous discussions and design iterations to refine the experience and ensure alignment with both user needs and business objectives.
User research
Our users
Before beginning the design process, we conducted a deep dive into existing behavioral patterns from Guardian’s quoting system and carried out a series of customer interviews to gather direct insights. To validate our assumptions, we observed user behavior on both our site and competitors' websites. Additionally, we performed a UX audit of competitor websites, including a SWOT analysis of leading Australian brands.
User findings for Guardian website
A simple question we asked was, "Why opt for a step-through form instead of a classic single-page form?"
• Clarity and focus, each screen is focused on one question and that benefits comprehension
• The step-by-step funnel has huge benefits for linear information gathering funnels
• Clear usability while efficiently gathering more data without disruption.
• Break complex questions into sections to reduce cognitive load.
• The step-by-step funnel has huge benefits for linear information gathering funnels
• Clear usability while efficiently gathering more data without disruption.
• Break complex questions into sections to reduce cognitive load.
User needs for the multi-step quote process
• Auto-fill and dependencies (e.g., postcode split) for faster completion.
• Minimise unnecessary steps and complexity.
• Multiple help channels available.
• Auto-save to prevent data loss.
• Use the back button to edit information.
• Inline validation and accessible error messages.
• Reduce cognitive overload.
• Show progress without misleading step counts.
• Return to the last completed step when editing.
• Step-by-step or dynamic options based on user needs.
• Icons to enhance clarity on actions and content.
• Minimise unnecessary steps and complexity.
• Multiple help channels available.
• Auto-save to prevent data loss.
• Use the back button to edit information.
• Inline validation and accessible error messages.
• Reduce cognitive overload.
• Show progress without misleading step counts.
• Return to the last completed step when editing.
• Step-by-step or dynamic options based on user needs.
• Icons to enhance clarity on actions and content.
Avoid
• Forcing full reviews—allow quick edits without redoing steps.
• Trapping users—always provide exit, support, or save options.
• Trapping users—always provide exit, support, or save options.
Wireframes
Wireframes were created to outline the framework of the quote engine, offering a visual representation that integrates user experience with business and system requirements. These wireframes provided the team with a clear visual of the project, ensuring everyone stayed aligned throughout the process."
Wireframe iterations
Over three weeks, wireframes went through at least five iterations per screen, refining messaging, meeting compliance requirements, adjusting to scope changes, and enhancing UX. Validated insights from testing guided each iteration.
Initial designs
The initial design concepts aimed to create a cohesive aesthetic that aligned with the brand's identity and improved user experience. We explored colour palettes to evoke trust and clarity, incorporating Guardian Insurance's brand colours with complementary shades for readability and visual appeal.
Final Design
The final designs focused on creating an intuitive, user-friendly experience while staying true to Guardian Insurance’s brand identity. We refined the colour palette to enhance readability, using brand colours alongside complementary tones to guide users through the interface. The design prioritised clarity, ensuring users could easily navigate the insurance quote process with minimal friction. Interactive elements were optimised for ease of use, ensuring accessibility and a consistent, cohesive look across the platform.
Conclusion
Our collective goal was achieved by designing the straight-through processing (STP) quote flow—a fully automated system that streamlines the entire term life insurance application process, eliminating manual intervention. This design served as a template for developing other complex quoting engines, such as those for car and home insurance, with the possibility of further enhancing efficiency across Greenstone brands and product development.
life.guardianinsurance.com.au - Website has been temporarily paused.