greenslips
project overview
Greenslips insurance calculator was behind on modern accessibility standards. Form abandonment was increasing and the UI was beginning to show its age, all this was affecting user trust & revenue.
project type
UX Research & Design
App Calculator
year
2024 - onwards
role
lead ux researcher & designer
client
greenslips
Greenslips is a mature and functional 25-year-old Australian company with a proven value proposition and revenue model, providing Australians with accurate price comparisons for CTP (compulsory third party) automotive insurance via a detailed online calculator form.
The Problems & Opportunities —
No accessibility standards on a >30 questions calculator
No design system or UI files
Loads of quant/qual data available for analysis
Being a proven revenue driving business, we needed to take care — our strategy was focussed around carefully released, data driven design decisions.
In addition to this — Being a developer-led product, there was no standardised Figma design system to guide designers or any design files for that matter. Many form questions were lacking plain English explanations and info tooltips.
Actions taken —
Gentle release approach to earn stakeholder trust
Applied WCAG accessibility standards where possible
Massive data analysis across varying touchpoints
Mapped abandonment data rates to specific questions for granular problem identification
Created personas & journeys
Qualitative interviews and review analysis
Removed several unnecessary questions and made some optional
Refined the language of many questions
Improved button affordance and colour contrasts
Optimised screen real estate & UI clarity
Results —
Sustained improvement of 8-12% on abandonment rate by tweaking several UI features
Quicker form completion times
Less question abandonment across the board
Better accessibility for general public audience (WCAG 2.0 where possible)
Improved design management with components & design system
Deliverables —
Competitor research & SWOT
Heuristic analysis
Analytics & Review Data analysis
Personas crafted from thousands of online reviews
User journey map
Insight & task prioritisation
Colour palette adjustment for Accessibility
Legacy Calculator Form design optimisation
Figma components & Design system creation and management
Handover to developers and QA monitoring
Post-launch data analysis
