UX Research, User testing, UI/UX Design
6 weeks
RESO — Top 85 Forbes Insurance company
15
% ↑
increased conversion rate into a lead
31
% ↓
decreased user bounce rate
About RESO
Every 7th car
in Russia is insured by RESO
>19 000
employees
RESO’s one of the main sources of income is "Agent Nearby" — a service that allows users to locate insurance agents, who act as personal managers in insurance.
Goal
Our objectives were to enhance conversion rates and reduce the bounce rate on their product page
Hypotheses
A prevalent issue among many businesses is users being unclear about a service's purpose. Low conversion rates on our product page prompted us to conduct in-depth UX research to discern the underlying issues.
#1
The website's interactive map unintentionally suggests to users that they need to physically travel, detracting from the convenience of the online service.
#2
Many users are unaware of the services provided by insurance agents, including cost estimation, product clarification, and online document handling.
#3
Users often lack a complete comprehension of the service's advantages prior to engaging with an insurance agent.
Research findings
After conducting a complex research consisting of a 30 minutes qualitative interview and a 30 minutes usability test of the product page, we found out that:
#1
The users want to access the products online.
#2
Many users mistakenly believe they need to travel to a physical location.
#3
Users, who live away from the capital, believe there are no insurance agents for their needs.
#4
Users don’t fully understand the product and can’t easily find information about it.
Our solution
Users expressed their preference for utilizing the service online, yet many held the misconception that physical meetings were necessary. Additionally, users living outside the capital believed there were limited insurance agents available for their needs.
To address these challenges, we developed a clear and intuitive process.
Step 1
→
Step 2
→
Step 3
In the first step, users can easily select their desired insurance product and delivery method.
The second step empowers users to choose an insurance agent either from a map or a list.
Finally, in step three, users have the option to directly contact the agent or request a call, facilitating seamless communication and ensuring a personalized experience tailored to their requirements.
Summary
#1
Outlined the possibility of getting insurance via shipping and online
#2
Personalized the experience for users who want to deal with agents online and offline
#3
Implemented a 3-step service explainer on the first page
#4
Added the ability to view additional information for each insurance product without making the page heavier
Results
15
% ↑
increased conversion rate into a lead
10
% ↓
decreased user bounce rate
Testimonial
Relate has conducted a study on the efficiency of one of our services, gathering independent focus-groups' feedback.
The entire work they did was presented in a cool presentation, outlining the main theses, and all work was handed over to us online, marking the potential improvements for our service.
Many of the suggested ideas are already being implemented right now, while some are set to be realized in the future.
Egor Egoshkin
Product-owner of RESO Garantiya “Agent Nearby”
