Vehicle Registration Lookup
Compare the Market's mission is to make financial decision-making a breeze for everyone. They strive to provide clear and accurate information, empowering customers to find the right deals and make informed financial choices.
The Challenge.
Compare the Market aggregate motor insurance. Customers answer questions about their vehicle, driving habits and experience, along with personal information. The first question is to find your vehicle.
The original design had a yes/no in answer to “Do you know the registration number?” as the first question, with a text field below where the registration could be entered. There could be scenarios where a valid number is entered but not found in the database. To proceed, the customer would have to then select ‘no’. Meaning the only way they could get quotes, was to lie.
Through customer feedback from Feedbackify, SessionCam, and UserZoom interviews this was causing significant drop off on the very first question we asked.
The hypothesis was that we could remove the yes/no question. This would require providing the customers with a route to either enter their registration, or to proceed without one.
The Team.
I was the UX and UI designer working with a team of front-end & back-end developers, a product owner, a senior optimisation manager, and a user researcher.
Discovery.
Myself and the optimisation manager analysed all the customer feedback that we had recieved through Feedbackify, SessionCam, and UserZoom interviews.
The feedback was clear that the customers wishing to get quotes when they either didn’t know their registration, or our lookup couldn’t find their vehicle, was causing confusion and frustration.
Through competitor analysis and discussions with the team, we wanted to explore if we could remove the yes/no.
Design.
If I removed the yes/no, the customers still needed a way to proceed if the registration was not known, or their vehicle not found.
I wanted to take away the feeling of the customer feeling like they had done something wrong, or having to lie to proceed, so considered how we could handle this. A button was introduced labelled “Help me find my vehicle”. This offers a friendly, clear way for them to proceed.
I produced Axure prototypes that I shared with customers via UserZoom interviews. Following which, the customer feedback was, that this was a much clearer way to ask the question.
Reflection.
After development, the new design page was A/B tested for 3 days, starting at 1% of customers and ramping up to 100%.
After reaching significance, we noted -73% reduction in error rate for ‘registration not found’, reduced the number of negative Feedbackify comments from 5 to 0.6 pcm.
It was estimated that this would deliver £59,273 revenue p/a.
The new design was then hard-coded and released to all customers.