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
CTP Insurance Website & 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.

Green slips calculator website Before the UX design & UI audit

Green slips website after the UX design & UI audit

The Problems & Opportunities —

Being a proven revenue driving business, we needed to take care — our strategy was focussed around carefully released, data driven design decisions.

Below A rating - WCAG accessibility standards on a >30 questions calculator
Critical form abandonement rates
Many customer friction points identified in a high-volume journey
No user journeys
No design system or UI files
Loads of quant/qual data available for analysis

UX User journey by UX Consultant Sydney, You Exist

The team —

CEO
COO / Product Owner
Product Lead UX/UI (Peter)
2x Engineers

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.

Green slip calculator step 1 before UX audit

Approach —

WCAG AA Audit and Prioritisation
Massive data analysis across varying touchpoints
- Mapped abandonment data rates to specific questions for granular problem identification
- Created personas & journeys
- Quant. review insight synthesis
Language & jargon audit
Heuristics & UX Audit
Optimised screen real estate & UI clarity
Gentle release approach to earn stakeholder trust

Green slip calculator user personas by UX consultant sydney, You Exist

Results —

Sustained improvement of 8-12% on abandonment rate by tweaking several UI features
Quicker form completion times by several seconds
Reduced jargon & introducing plain english
Decreased question abandonment across the board
Moved from below A to AA accessibility ratings (WCAG 2.0 where possible)
Improved button affordance and colour contrasts
Fresh UI components, charts, buttons and more.
Improved design management with a comprehensive design system

Deliverables —