Mobile · Insurtech
2024
Haven Home Cover
Client
Haven (concept)
Role
Product Designer
Timeline
8 weeks
Tools
Figma, Lottie, UserTesting
A five-minute home-insurance purchase flow that replaces a 40-question form with a short, friendly conversation.
01
Problem
The quote form asked 40 questions up front, many of which most customers could not answer without paperwork. Mobile conversion sat at 2.3%.
02
Solution
A conversational quote that pre-fills property data from the address, asks only what changes the price and shows a live premium as you go.
03
Process & Workaround
We audited every question with the underwriting team and removed or automated 26 of them. The workaround for the rest: smart defaults customers could adjust later.
04
User Journey
Mapping the purchase journey showed most drop-off happened before the first price was shown, so the redesign surfaced an estimate within three taps.
05
Wireframe → Visual
Wireframes tested question order and progress feedback. The final visual design paired large type with small, purposeful motion to keep the flow feeling quick.
(A) Wireframe
(B) Visual design
06
Prototype
A high-fidelity mobile prototype with motion was tested with 24 first-time buyers across two rounds.
07
Outcome
Mobile conversion more than doubled and quote completion time dropped from twelve minutes to under five.
2.4×
Mobile conversion
5 min
Quote to purchase
−26
Questions removed
08
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