Driving to the beat of your savings
Easy, guided onboarding setup to activate customers' telematics savings. Getting them on the road in just a few taps.
APEX Insurance is a leading auto insurance provider, and this case study focuses on improving the onboarding process for their telematics program, which offers customers potential premium discounts for sharing driving data. The project aimed to enhance the experience for both new and existing customers enrolling in the program for the first time.
Role
UX Designer
Industry
InsureTech
Platform
Mobile
Date
Aug 2023 - Jan 2024
My Role
Design a clear and trustworthy onboarding experience for users enrolling in the telematics program. Responsibilities included user flow mapping, design concepts, wireframing, and prototyping.
The Problem
The existing telematics onboarding process had a high drop-off rate.
Users were not completing the setup, which prevented them from starting the program.
Information Overload: The process was text-heavy and difficult to understand.
Privacy Concerns: Users were confused and hesitant to grant extensive phone permissions, such as constant location and movement tracking, without understanding why they were necessary.
Without active users in the program, the company couldn't achieve its goals of improving risk assessment, promoting safer driving, and increasing customer retention.
Goals
Increase the onboarding completion rate. Our primary business objective was to get more users to successfully finish the setup process.
Build user trust through transparency. Redesign the permission screens to clearly explain why each permission was needed, addressing user privacy concerns head-on.
Simplify the entire experience. Reduce the amount of text, using plain language, and creating a more intuitive visual flow to guide users from start to finish.
Process
Our design process was centered on understanding user concerns and testing solutions that would build trust and clarity.
User Interviews: Users skipped text, got confused by permission prompts, especially "Always allow location tracking" due to lack of understanding.
Competitive Analysis: Newer companies (Root, Metromile) built trust better than legacy insurers (Progressive, State Farm) by using visuals, concise text, and streamlined flows to explain permission necessity.
Design Exploration: Developed two concepts:
Concept A: Mascot-based, comic-book style explanations.
Concept B: Clear, simple visuals directly related to permissions, minimal text, optional tooltips.
User Testing & Iteration: Concept B won, users found it more "trustworthy," "approachable," and "easy to understand" due to direct visual connection. Refined based on feedback.
Prototype: Onboarding Journey
Lessons Learned
This project provided several key lessons about designing for a large, established organization and the importance of user trust.
Trust Through Clarity: Transparency about data requests builds trust, reducing user anxiety and increasing completion rates.
Informative Simplicity: A smooth user experience balances clear information with simple, timely presentation.
Stakeholder Navigation: Collaborating with large companies involves balancing diverse stakeholder needs while prioritizing user interests.
Ultimately, this project reinforced that a well-crafted onboarding process is the foundation of a successful digital product, especially when user trust is on the line.
