Root Insurance
Principal Product Designer
My Role At Root Insurance
Root Insurance provides affordable car insurance based on how you drive. Root has a telematics program that tracks your driving over a period of time and provides a quote after the driving period. The better driver you are, the better quote you receive. I led design for growth at Root Insurance and was focused on two problem areas:
Onboarding and account sign up
Checkout
Quote Options
The Problem
Certain customer segments had higher risk factors that prevented them from receiving a quote at traditional insurance institutions. Root wanted to find ways to provide insurance to customers that were traditionally denied insurance. I led the design, research, and strategy throughout the process from conception to execution.
The Solution
We provided different quote options at a higher up front cost, which would also allow customers to pay less premium throughout their duration.
Success Indicators
Improving checkout conversion
Reduce customer support questions related to the quote options
The Result
This feature had a surprisingly significant lift to conversion and checkout metrics. We discovered throughout the process that there was a large segment of customers that wanted to pay more up front so that they could pay less throughout their duration.
Cancelling Your Old Policy
The Problem
Switching car insurance was an extremely tedious process during the checkout experience. Customers had to manually call their old insurance in order to cancel their policy. This created unnecessary friction during the checkout experience and drop-off in the funnel. I led strategy for this initiative and executed design on mobile and desktop web, and worked with another designer who executed design on the app experience.
The Solution
We streamlined the policy cancellation experience by allowing customers to cancel their policy through Root, and we would handle the cancellation on the customer's behalf.
Success Indicators
Improve checkout conversion by making it easy for customers to cancel their old policy through Root
Reduce drop-off rate in the funnel
The Results
This feature significantly improved checkout conversion as customers were easily able to cancel their old policy through Root; however, there was still a small segment of customers that needed to manually cancel their old policy based on how their insurance handled cancellations.