USAA: Renters Insurance
USAA is repeatedly rated the #1 insurance carriers for customer experience by JD Power. They called on Mad*Pow to reimagine how their members could acquire Renters Insurance on the web and over the phone. As the Design Director on the project, I led our team in delivering this vision.
We kicked off the project by holding a collocated workshop to uncover existing assumptions and proceeded to conduct over a dozen in-depth interviews and ethnography sessions. This research yielded a key insight: because Renters Insurance is typically purchased to fulfill a landlord’s requirement, customers don’t understand it’s value and are therefore unable to make good decisions about how much coverage they need.
To help clarify the product for customers, we worked closely with legal and product teams to reduce jargon and identify coverage scenarios that resonated with renter
Through rapid iterative design and testing we defined a guided quote experience which delivered personalized recommendations for coverage. Key to this approach was leveraging data science to help minimize the amount of difficult questions we needed to ask and replace them with a few, more relatable, ones that were easier for users to answer. The result was a much more approachable experience and a dramatic increase in conversion.
Project Summary
Role: Project Lead (Design Director)
Team: Experience Researcher, Visual Designer (2x), PM
Activities & Deliverables: Co-design Workshops, In-depth Interviews, Ethnography, Information Architecture, Wireframing and Visual Design (UI Design), Iterative Testing
Related Presentation: Designing Choices