Summary Page Redesign
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. Before they can see the insurance quotes, there is a regulatory requirement to show a summary of all the answers provided.
Through customer feedback gathered through Feebackify, SessionCam, and UserZoom interviews this page was determined to be causing frustration and a feeling of it not meeting their expectations. In particular, if a customer wanted to edit something they were taken back to the original question but there was no way to go back to the summary other than clicking through all the questions again.
We had a hypothesis that we could improve the customers experience and perception of the summary page by allowing editing without leaving the page.
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, reviewed heat maps from SessionCam, and dwell times.
The feedback was clear that the customers wishing to edit details on the summary page expected to be able to do it without leaving it. They were also struggling to complete the task, which from SessionCam data was because the CTAs were small and easy to miss.
The page layout was in two columns, which also made navigating the information hard.
Design.
I began by exploring the page layout. The current two column design was leading to information being hard to navigate, so I looked at simplyfying this into one column that presents the information in a much more legible and palatable way. The questions they answered were in four sections, so I logically presented the summary in the same way.
Then to address the edit issues, I changed the current design of the edit links into much more prominent secondary buttons, aligning them clearly with each section.
If the customer wanted to make an edit, they would select an edit button and that sections questions would be presented in a modal over the top of the summary. This allows edits to be made without leaving the summary page.
I built an Axure prototype and tested this with 10 of our customers via UserZoom interviews. The results of which were positive enough for the product owner to sign off on the development.
Reflection.
After development, the new summary page was A/B tested for 5 days, starting at 1% of customers and ramping up to 100%.
After reaching significance, we noted +23.48% increase in clicks on ‘Edit’ v control, high level of engagment with the page which increases the level of ‘price shock’ and therefore drop off on the quotes page, +1.5% increase in bridging page views (this is the page between the summary and quotes).
It was estimated that this would deliver £68,852 revenue p/a.
The new summary page was then hard-coded and released to all customers.