HOMESITE INSURANCE
UI Presentation—
UI Designs for Insurance Transactions:
Redesigning the Policy Termination Experience
This presentation demonstrates the UI and user flow for self-service insurance policy cancellation at Homesite Insurance, highlighting our strategic efforts to pivot customers toward retention and loyalty.
Homesite Insurance white labels over 35 insurance companies; its biggest clients, are GEICO and Progressive.
(Roles)
UX/UI Design Lead
(Tools)
Figma
Illustrator
Miro Board
Context
The UX Team identified gaps in the policy cancellation process, leading to customer frustration and defection. This demonstrated the need to improve user satisfaction and retention outcomes.
Policyholders are increasingly canceling insurance policies due to several factors, such as COVID-19, lack of customer retention strategy, and non-existent cancellation process.
Retention rates have declined over the past year, impacted by factors such as COVID-19 and significant life changes (e.g., downsizing, job loss).
In 2021, the goal was to increase revenue by 2 points, with our Digital team responsible for 1 point ($16 million).
Poor retention of data and inconsistent discipline across channels create significant challenges.
Policy cancellation processes are difficult to access, increasing customer calls and chats and costing $18 per call.
98% of customers intent on canceling are challenging to retain, as they often already have policies elsewhere.
Cancel Save Attempts can recover 12-18 percentage points in some cases.
Problem
Our insurance cancellation process was confusing and frustrating for customers wanting to transfer policies, move, inquire about better deals, or flat-out cancel to go with another carrier.
Also, there was no mechanism to gather meaningful cancellation data. This led to missed opportunities for retention and better user experiences.
Challenges
Understanding why customers cancel (e.g., moving, switching providers).
Simplifying the process while retaining valuable feedback.
Retaining customers through targeted efforts like re-quotes or discounts.
Insights
Many cancellations stemmed from temporary needs (e.g., students, seasonal workers).
Customers lacked awareness of alternatives like policy transfers or loyalty programs.
Solution
Extensive UX Research: To illuminate and understand our customer’s wants and needs sparked by the pandemic.
Streamlined Process: A simple 3-step cancellation flow to educate, identify reasons, and offer retention options.
New Features: Pre-filled cancellation forms, opt-ins for future contact, and integrated FAQs.
Data Collection: Specific cancellation reasons tracked to inform retention strategies.
Results
Customer Retention: 6% of customers retained, equaling $1.6M in premium revenue in 2020.
Reduced Calls: 360K fewer cancellation-related calls, with many customers opting for re-quotes instead.
Future Engagement: 10% of customers opted into future chase emails, allowing continued retention efforts.
My Contribution
As the Senior UX/UI Designer and Lead for Servicing at Homesite, I contributed the following:
Collaborations with the product owner through regular one-on-ones to align on business goals.
Led brainstorming sessions on Miro, defining flows and key user journeys.
Partnered with dev, QA, legal, and key stakeholders to ensure compliance and clarity.
Designed and strategized for:
User Flows: Happy and unhappy paths
Wireframes
CTAs
Micro-copy
Low and high-fidelity mock-ups
User messaging scenarios, i.e., success, important, attention, errors, etc.
Scalability
Dev handoff assets
I designed all the following UI screens in close collaboration with the product owner, with occasional input from key dev leads and stakeholders during meetings and tollgate reviews for each phase.
Utilizing a pre-existing design library, I created the following cohesive white-label self-service experience in two phases, beginning in Q1 2020 and completed by the end of Q3 2020.
