greenslips
project overview
Greenslips CTP calculator is a mature, high-trust digital service used by a very broad audience. The challenge wasn’t just to redesign it, but to improve usability, accessibility and conversion without disrupting a working product.
project type
UX Research & Design
CTP Insurance Website & App Calculator
year
2024 - onwards
role
Lead UX / Product Designer
client
greenslips
Greenslips is a 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 —
Being a proven revenue driving business, we needed to take care — our strategy was focussed around carefully released, data driven design decisions. Form abandonment was increasing, the UI was behind on accessibility and all this was eroding user trust & conversions.
Below A rating - WCAG accessibility standards on a >30 questions calculator
Critical form abandonment rates
Many customer friction points identified in a high-volume journey
No user journeys, this site simply evolved
No design system or UI files
Low email subscription rate of 3.6%
Loads of quant/qual data available for analysis
My role as Product Design Lead and sole designer. I worked end-to-end across problem framing, analytics review, stakeholder alignment, accessibility improvements, calculator flow optimisation, UI refinement, prototyping and launch.
The team —
CEO
COO
Product Design Lead (Peter)
Copywriter
Email marketer
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.
Approach —
Discovery and problem
WCAG AA Audit and Prioritisation
Massive data analysis across varying Quant. & Qual. touchpoints
Mapped abandonment data rates to specific questions for granular problem identification
Call centre interviews
Support emails
Customer screen recordings
Created personas & journeys
Quant. review insight synthesis
Language & jargon audit
Heuristics & UX Audit
A/B tests with email subscribe competition
Optimised screen real estate & UI clarity
Gentle release approach to earn stakeholder trust
End-to-end involvement
Research insights (excerpt) —
Insight 1: First-time buyers struggled with CTP terminology and questions requiring information they didn’t readily know, particularly the exact registration due date.
Product decision: We simplified the language, added contextual guidance and reduced the level of date precision required after confirming it wasn’t necessary to calculate an accurate price.
Value: Removed unnecessary friction while maintaining pricing accuracy, helping less-experienced users complete the calculator with greater confidence.
Insight 2: Returning customers wanted to avoid repeating a long calculation.
Product decision: We prioritised the resume-calculation experience.
Value: Faster repeat calculations with less customer effort.
Results —
Sustained improvement of 2.6% (~59,800 users annually) on form abandonment rate by tweaking several flows & accessibility.
Moved from below A to AA accessibility ratings (WCAG 2.0 where possible)
Pre competition we had a subscribe / email opt in rate of around 3.6% / month
During an initial 1 day test this jumped to 7.4% (approx 240 people)
Our final solution this rose to 25.1% per day (651 unique emails). Our goal was 25% - this meant 6,421 unique entries/email addresses in 2 weeks.
Quicker form completion times by several seconds
Reduced jargon & introducing plain english
Decreased question abandonment across the board
Fresh UI components, charts, buttons and more.
Improved design management with a comprehensive design system
Deliverables —
Competitor research & SWOT
Heuristic analysis
Analytics & Review Data analysis
Personas crafted from SME's and 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
