This case study examines the redesign of QBE’s vehicle insurance enquiry process with the goal of creating a more streamlined and user-friendly experience. The project focused on simplifying forms, introducing auto-complete fields, and providing instant quotes. It also involved implementing a personalized dashboard with a clear information hierarchy to improve user management of covers.

Initial Discovery and Research

The project began with a discovery phase to understand user goals and pain points related to car insurance quotes. A survey revealed that most customers were unaware of the average insurance premium cost and wanted to receive a quote as quickly as possible. However, certain information was required to generate a quote. Through stakeholder workshops, these requirements were identified and grouped into affinity clusters. The information architecture was then explored and validated using Treejack and card-sorting testing.

Form Redesign

Several improvements were made to the vehicle cover form to make it faster and more intuitive:

Clear Communication: Users are informed about the completion time and required information before starting the form, reducing drop rates.

Email Saving: Users can optionally enter their email address to save their progress at any time.

Step-by-Step Approach: The form displays one question at a time to avoid overwhelming the user, with a progress bar providing clear feedback on completion status.

Concise Interface: The design ensures all information is visible without excessive scrolling, increasing completion speed, especially on mobile.

Car Model Search: An option to find a car by model was added for users who don’t remember their plate number, with visuals for easier recognition.

Intuitive Icons: UI elements like radio buttons were enhanced with icons for easier scanning.

Card Comparison: Information is presented on cards, enabling easy comparison between options without swiping.

Auto-complete Fields

To reduce completion time, auto-complete fields were implemented:

Address Field: The address field uses the Google Maps API for auto-completion and checks if the location is related to a business, pre-filling subsequent questions.

Instant Quotes

To meet users’ need for quick quotes:

Initial Quote: An initial quote is displayed as soon as the minimum required information is captured, with updates as the user continues the form.

• Package Comparison: Users can compare and refine different packages with clear access to relevant information.

Dashboard Personalization

A personalized dashboard was created to help users manage their covers:

Clear Navigation: The main navigation is reduced to three specific call-to-actions.

Personalized Offers: Top and bottom panels display personalized offers to encourage users to revisit the page.

Quick Access Menu: A menu icon under each product overview provides quick access to relevant information and comparison options.

Information Hierarchy: The interface displays all necessary information with a clear hierarchy.

Annual Premium Highlighting: Annual premiums are prominently displayed, with visual emphasis on rankings (higher rank = lower premium).

Driver-Specific Excess: Each vehicle page displays a driver list showing excess amounts based on age and license type, addressing customer confusion about variations.

Page Structure and Content

The page structure was redesigned based on user research, with information divided into two main sections:

Covers: Lists the core features of the policy, the primary factors users consider when choosing a policy.

Benefits: Details the specific benefits of the policy, varying by package. A comparison table allows users to compare their current plan with others, contributing to an increase in package upgrades within the first year.

Tooltips: Tooltips were added to provide definitions and additional information, making terms and conditions more accessible.

Results and Conclusion

The redesign of the QBE vehicle insurance enquiry process successfully streamlined the user experience, resulting in:

• Reduced form completion time.

• Increased user engagement and satisfaction.

• Improved clarity and transparency of insurance information.

• Higher rates of customers upgrading their coverage.