Sometimes in life, ya gotta switch things up.
A life insurance shopping flow that asked users to pick a product before knowing what they needed. So we flipped it.
Problem
We were asking users to pick an insurance type right up front without asking any questions first. The first screen was a horrendous wall of content and highly intimidating.
Solution
Ease users into the flow with simpler personal questions, then surface the product suggestion at the end. Less cognitive load. Less decision fatigue. More humans actually finishing the thing.
Impact
92,400 premiums presented to agents in three years. We didn't track baseline data before 2023, and since I was homeschooled, I can't tell ya if that's a good number or bad number. Just that it's higher than I can count.
Not pictured: all the content I cut.
