Listening to the people who created and used the product helped me define a direction for what would become the new form. The keywords: efficiency, effectiveness, customer satisfaction.

Clients fill forms on all kinds of devices. From desktop to handheld, the new form adapts to where it’s at. No matter the screen size, every pixel count. Menus adjust, media rescales, and content reflows, to make it all feel at home on any device.

With the overall goal of increasing quote requests, I addressed the navigation structure, information architecture, and content modules. Alpha’s insurance agents use this in-house product all day, every day, to build quotations and manage customer relationships. Whilst agents were very familiar with the current flow, it wasn’t a joy to use. Clunky, dated and unintuitive, it was in serious need of a facelift.

I succeeded in modernizing the whole experience, whilst retaining core aspects of the existing flow so as not to disrupt hardwired user habits. I achieved this upgrade with minimal disruption to the agent’s workflow through a rigorous process of iterations and prototype testing on real agents, to ensure they would be happy and comfortable with the new design.

1. Enter your postal code

Alpha has different offerings based on your location, so you’ll first need to enter the postal code in the city where your vehicle is registered.

2. Enter your submission number

Or if you've already started the quotation form and provided your email, you'll simply have to enter your submission number sent to your inbox and pick up where you left off.

As anyone who has ever shopped for insurance knows, getting accurate quotes can be time-consuming. Due to the complicated nature of car insurance, Alpha asks shoppers to answer more than 60 different questions about their auto when signing up. To simplify this process, I first addressed the UX, breaking down the questions into smaller, bite-sized sections, and visually charting the user’s progress step-by-step.

Then, I introduced autofill functionality. By linking Alpha’s system with localized Canada Post data, I realized we could save users additional time by pre-filling certain location info, using only a postal code. Also, the questionnaire to be completed by the users is now without backtracking, i.e., the information is saved, and the request can be completed later on thanks to a unique submission number.

The first step in the quotes process requires you to enter your name, date of birth, and address.

You’ll next need to enter the make, model, and year of all vehicles you want insurance for. You’ll also need to include information such as the primary use of your vehicles, whether you own or lease them, and approximately how many miles per year you travel.

It’s quite normal to have a budget in mind when you’re shopping for car insurance. Chances are you won’t be able to say yes to all coverages if you’re hoping to keep your premiums within a specified amount. Alpha allows you to shop for car insurance by price, so you can eliminate add ons that aren’t in your budget.

Before you complete the process you’ll need to give additional personal informations such as your employment status, and driving record. You’ll need to provide the same information for any additional drivers you want to add to your policy. You can add up to 4 drivers.

This is a recap where you can set primary and secondary drivers for each vehicle. You can select up to 2 licensed car owners per vehicle.

The final step. After submitting your information, Alpha will then take you to a screen where they ask you whether you agree to submit both your credit scoring and driving history.

Congratulations! Your form is now completed. A submission number has been automatically generated and an agent will follow up on the phone to offer you the best rate for your quote.

Leaving so soon? If you've entered your email, Alpha will send you a submission number with a link to pick up where you left off. Many users have multiple tabs open and the website time-out issue wastes a lot of time with most websites. That handy feature will pop up on time-out and directly send a submission number to your inbox. It will save all your informations when you'll return to the form later.

I designed emails templates to look good and feel good. Now both customers and agents share the same informations. With the team at Alpha I designed 2 emails scenarios. One for the customer and one for the agent. The emails cover the car quotation’s completed informations and include the submission number created.

I introduced a sticky header to display the completion process through blue-colored steps and a fullwidth progress bar. This includes a clever tone of voice, progression status and current step, saving quote and instant call buttons. The navigation is optimized for the screen of your choice.