Growth product design · 2018 - 2019
Redesigning Gabi’s quote flow and improving sales conversion by 18%
I separated account creation from purchasing, added a way to save progress, and designed a dashboard where customers could manage their policies and request additional quotes.
Sales conversion increased by 18% within six months, without additional marketing spend.
Gabi · Director of Product Design
Role
Director of Product Design
Team
Product, growth, engineering, analytics, and company leadership
Scope
Research, quote flow, customer dashboard, and controlled A/B tests
Duration
Director role · 2018 - 2019
Context
Shoppers who were not ready to switch
Gabi’s quote flow asked shoppers to make a purchase decision before some were ready to switch insurance. People who left had no useful way to return to their work. After a purchase, the account offered little help managing policies or other coverage.
My role
As Director of Product Design, I led customer research, journey design, the quote flow, and the dashboard. I worked with growth, product, engineering, and analytics to instrument the funnel and test changes before expanding them.
Learning where shoppers left
I interviewed former customers and people in the target market, then compared their feedback with funnel behavior in Hotjar and Amplitude. We needed to give undecided shoppers a way to save progress and make the account useful after the first quote.
Design
Design decisions
01
Letting shoppers save a quote and return later
I separated account creation from the decision to purchase. Shoppers could save their information and come back when they were ready to switch.
This gave the flow a clear pause point. It also meant that leaving the purchase process did not require starting over on a later visit.
02
Making the account useful after quoting
I designed a dashboard for policies, drivers, vehicles, properties, and additional coverage. Customers could manage their information and request new quotes from the same account.
Reusable account patterns handled incomplete information and multiple policies. The dashboard kept comparisons, savings, and coverage guidance together.
03
Testing changes in smaller steps
We used Hotjar and Amplitude to understand funnel behavior and released changes through controlled A/B tests.
Sales conversion increased by 18% over six months without additional marketing spend. That is the result of the tested work as a whole, rather than a claim that one screen or pause point produced the entire increase.
A closer look
Product screens
The account patterns support multiple policies and let customers correct missing or invalid information without starting over.
Checkout shows the remaining steps and policy details. Customers can pause optional home-policy onboarding and return later.
Product flow
A quote flow with room to pause
Customers can create an account, save their information, and return to a quote. The dashboard supports their account after that first decision.
Results
What changed
Higher sales conversion
Conversion increased within six months, without additional marketing spend.
Customer feedback improved
NPS increased during the work on quoting and the customer account.
A customer dashboard
Customers could manage policies, update their information, and request more quotes after their first visit.
About these results
The 18% conversion increase is the measured result. Exact NPS scores, experiment baselines, and sample sizes are not included. Experian later acquired Gabi; that is company context, not a result attributed to this design work.