Auto Insurance Quote
Auto Insurance Quote
Streamlined an end-to-end experience to help GM vehicle owners customize and purchase their auto insurance plan.
Streamline end-to-end experience to help GM vehicle owners customize and purchase auto insurance plans.
Project Brief
Project Brief
The auto insurance quote feature enables GM customers to apply for insurance plans. I simplified the end-to-end user experience to reduce high drop-off rates and improve user satisfaction across the mobile app, mobile web, and website.
The auto insurance quote feature enables GM customers to apply for insurance plans. I simplified the end-to-end user experience to reduce high drop-off rates and improve user satisfaction across the mobile app, mobile web, and website.
Impact
Impact
✦
New quote product boosted business growth.
New quote product boosted business growth.
✦
Achieved an 85% consumer satisfaction rate
Achieved an 85% consumer satisfaction rate
✦
New UI pattern applied to two other products.
New UI pattern applied to two other products.
Timeline & Status
Timeline & Status
Launched in 3 months.
Launched in 3 months.
Project Contributors
Project Contributors
Product Designer II (My Role)
AVP of UX (Supervision)
Product Manager
Product Owner
Content Designer
Design System Team
Engineering Team
QA
Product Designer II (My Role)
AVP of UX (Supervision)
Product Manager
Product Owner
Content Designer
Design System Team
Engineering Team
QA
Background
Background
What is auto insurance quote?
What is auto insurance quote?
Devices
Devices
Mobile first, desktop second.
Mobile first, desktop second.
More than 90% of consumers access quotes via mobile devices, so I prioritized the mobile web interface.
More than 90% of consumers access quotes via mobile devices, so I prioritized the mobile web interface.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
Project Goal
Project Goal
Encourage consumers to complete the quote process and purchase the insurance plan.
Encourage consumers to complete the quote process and purchase the insurance plan.
Deliverables
Deliverables
✦
End-to-end process that addresses high drop-off.
End-to-end process that addresses high drop-off.
✦
New UI pattern that aligns with the new design system.
New UI pattern that aligns with the new design system.
✦
Unhappy paths that consider edge cases and errors.
Unhappy paths that consider edge cases and errors.
Problem
Problem
Losing consumers at different stages of the quote service.
Losing consumers at different stages of the quote service.
Challenge #1
Challenge #1
It is difficult to understand why users left the quote based on a hypothesis and drop-off analysis only.
It is difficult to understand why users left the quote based on a hypothesis and drop-off analysis only.
Challenge #2
Challenge #2
Limited time prevented validating the hypothesis through user interviews.
Limited time prevented validating the hypothesis through user interviews.
The project was delayed and time-constrained. Unfortunately, it was difficult to conduct usability testing or user interviews to validate our assumptions.
The project was delayed and time-constrained. Unfortunately, it was difficult to conduct usability testing or user interviews to validate our assumptions.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
Research
Research
I analyzed existing designs and consulted teammates to understand the product and consumers.
I analyzed existing designs and consulted teammates to understand the product and consumers.
Since I had just joined the team, my priority was understanding the product and design direction, and talking to team members to gather insights about our consumers. Luckily, both the UX lead and I were new to the product, which helped us identify blind spots in the design more effectively.
Since I had just joined the team, my priority was understanding the product and design direction, and talking to team members to gather insights about our consumers. Luckily, both the UX lead and I were new to the product, which helped us identify blind spots in the design more effectively.
This project aims to solve the complex end-to-end experience for the auto insurance quote, including mobile app, mobile web, and website experience, for GM's (General Motors) customers who own vehicles.
I increased 85% positive user satisfaction rate and reducing the time it took for consumers to complete the entire quote flow. I successfully convinced stakeholders to change the design direction so that we can solve usability problems for consumers. I supported the Design System team to create UI components that align with the new design system.
What did I learn?
What did I learn?
Users lose patience with long content and complex processes.
Users fill out personal information without understanding the service first.
Users cannot visualize the next step.
Design highlights
Design Solutions & Principles
Design Solutions & Principles
Step-by-step guide that minimizes information and questions presented at each stage.
Step-by-step guide that minimizes information and questions presented at each stage.
Clear process tracker
Clear process tracker
A process tracker gives users a clear view of the entire journey.
A process tracker gives users a clear view of the entire journey.
Less content, but long process
Less content, but long process
Displaying fewer questions at a time reduces cognitive load.
Displaying fewer questions at a time reduces cognitive load.
Clear visual hierarchy
Clear visual hierarchy
Increase visual distinction through font size, weight, and spacing to ensure content is easier to scan and understand.
Increase visual distinction through font size, weight, and spacing to ensure content is easier to scan and understand.
Design Improvement
Design Improvement
I improved the quote journey to reduce cognitive load for consumers.
I improved the quote journey to reduce cognitive load for consumers.
Feature Highlights
Feature Highlights
Guide consumers to fill out quotes and purchase insurance plans effortlessly.
Guide consumers to fill out quotes and purchase insurance plans effortlessly.
Provide a clear process tracker.
Provide a clear process tracker.
Why?
Transparency builds credibility. I designed a process tracker to help consumers understand the core process, providing a clear view of next steps and the overall journey.
Transparency builds credibility. I designed a process tracker to help consumers understand the core process, providing a clear view of next steps and the overall journey.
Minimize content on each page.
Minimize content on each page.
Why?
I minimized the number of questions per page. This approach encourages consumers to complete the process without feeling overwhelmed.
I minimized the number of questions per page. This approach encourages consumers to complete the process without feeling overwhelmed.
Design Trade - Off
Optimize design to highlight key selling point.
Optimize design to highlight key selling point.
Enable consumers to view discount page right away.
Enable consumers to view discount page right away.
Why?
I adjusted the placement of the discount page within the user flow, moving it earlier to attract users and encourage them to proceed based on the business stakeholder's feedback.
I adjusted the placement of the discount page within the user flow, moving it earlier to attract users and encourage them to proceed based on the business stakeholder's feedback.
Overcome technical constraints.
Overcome technical constraints.
Click " Refresh Price" to update estimated monthly premium.
Click " Refresh Price" to update estimated monthly premium.
Why?
Why?
After discussing with the engineering team, I added a “Refresh Price” button to update pricing and allow users to continue despite technical constraints.
After discussing with the engineering team, I added a “Refresh Price” button to update pricing and allow users to continue despite technical constraints.
Huge Success
Huge Success
85% of consumers love the new design
85% of consumers love the new design
Consumer feedback
“ I found the process easier than on other sites because it asks for less information each page. “
“ I found the process easier than on other sites because it asks for less information each page. “
Consumer Feedback
" It can be quite painful to fill out all the information to get a quote, so having to fill out less is good as a someone doing the forms and getting impatient with how much time it can take. ”
" It can be quite painful to fill out all the information to get a quote, so having to fill out less is good as a someone doing the forms and getting impatient with how much time it can take. ”
Consumer Feedback
" I like knowing exactly where they are in each flow and how much further they have to go. ”
" I like knowing exactly where they are in each flow and how much further they have to go. ”
Received positive feedback from colleagues regarding the new quote design.
Received positive feedback from colleagues regarding the new quote design.
@2026 Shumin Chang
All rights reserved
@2026 Shumin Chang
All rights reserved
@2026 Shumin Chang
All rights reserved
@2026 Shumin Chang
All rights reserved
@2026 Shumin Chang
All rights reserved