Insurance online account registration (Grange Insurance)
Insurance online account registration (Grange Insurance)
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Research goal: understand reasons for low registration rate
Research goal: understand reasons for low registration rate
Problem statement: most policyholders do not register their online insurance account
Assumption:
There are blockers and points of friction during the online registration process.
Research questions:
Where in the process do people get stuck?
Why do they get stuck?
What do they need to successfully complete the registration process?
Methodology: Mixed method research - product analytics and usability testing
Methodology: Mixed method research - product analytics and usability testing
My responsibilities:
Investigate what is happening and where
Interpret quantitative data from Google Analytics
Identify bottlenecks in registration funnel
Understand reasons for low registration rate
Conduct remote, unmoderated usability tests
Recruit participants and create screener questions
Create discussion guides and task prompts
Analyze and synthesize study data
Present insights and recommendations to stakeholders
Key findings
Key findings
40% fails to register online account
40% fails to register online account
40% of users who start the account registration, do not complete the process.
Google Analytics showed a completion rate of 92% of Step 1, but only 40% of users complete Step 2.
The data showed repeat failed attempts in Step 2.
Reason 1: Users confuse issue date for effective date
Reason 1: Users confuse issue date for effective date
Users can't find the effective date on the declaration pages. Thy enter the issue date instead.
There is no label for "Effective date"
Issue date is right below the policy number
Participant quote: "It's not entirely clear to me what the effective date is. It says issue date, I guess that is the same."
Reason 2: Users enter the effective date in wrong format
Reason 2: Users enter the effective date in wrong format
Participants entered the month and year (MM/YY) of the effective date, instead of the required month and day (MM/DD).
MM/YY format is very common for credit card transactions, while the MM/DD format is unusual
Participant quote: "The effective date is 08/03/2021. So I should enter "08/21"."
Project challenge: when the ideal solution isn't feasible
Project challenge: when the ideal solution isn't feasible
Ideally, commercial policyholders shouldn't need to enter the effective date to register their online account. Instead, the FEIN (Federal Employer Identification Number) could be used, since it is unique and oftentimes known by heart. However, this solution wasn't feasible in the short term because it implied a significant data requirement overhaul.
Alternatively, the declaration pages should be redesigned (label effective date and move it right below policy number). However, redesigning documents is subject to a lengthy governance process involving multiple departments, resulting in a delayed impact.
Still, quick improvements could be made.
Wins
Wins
Team work: I consulted with subject matter experts to size the effort of different possible solutions. Together we build a roadmap of quick fixes and more structural improvements. Having these collaborative conversations also helped in crafting sensible research recommendations for the final report.
Recommendations
Recommendations
Guardrails for entering the effective date in correct format
While more structural improvements are in the works (see above), I proposed a quick and simple solution for the sign-up process: changing the effective date field from a text field to two drop down fields. Guardrails like this gently force the user to enter the date in the right format.
I also designed a link and overlay to help users find the effective date on the current declaration page. This link is visible above the effective date field and on the error page.
Effective date: the old design does not have a link to help find it and the text field allows users to enter the year (YY) instead of the day (DD).
Effective date: the new design has a link to help find it and the two drop down fields gently force the user to enter the day instead of the year.
The help overlay shows where the effective date can be found on the declarations page.
The link to help find the effective date also lives on the error page.
Results: 35% increase in registration rate after 2 months
Results: 35% increase in registration rate after 2 months
After the recommendations were implemented, registration went up from 60% to 81%.
I conducted a new usability test with striking results:
Previous design: only 2/7 participants are able to sign up ❌
New design: 6/6 participants are able to sign up ✔️
Previous design: 3/7 participants enter the effective date in the correct format ❌
New design: 6/6 participants enter the effective date in the correct format ✔️
Previous design: 7/7 participants enter the issue date instead of the effective date ❌
New design: 5/6 participants still enter the issue date instead of the effective date, but the error message and help link are noticed and helpful after a user fails once. ↗️
In the next iteration, the image of the effective date placement is displayed upfront.
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