What is The Zebra?
The Zebra is a completely free and no commitment insurance comparison platform that helps users find policies based on their unique criteria and needs. Their aim is to be an expert advisor and deliver the best insurance recommendation. The Zebra compares over 200 insurance companies to provide options and insights for users to be guided to a policy that is right for them. After taking a couple of minutes to answer a set of questions, The Zebra will take the wheel to find personalized results, so the user can compare the coverage, service level, and pricing for their situation.
In order for The Zebra to compare policies, users will choose the insurance vertical they wish to see side-by-side. To browse their real-time quotes, the site asks users to enter the funnel and fill out details about themselves and their needs. Currently, the user does not know where they are in the process and how much of the funnel is left, leading them to feel overwhelmed and dropping off before answering all of the questions.
Tools: Figma, Miro, Jira, Optimizely, Eppo
"As a funnel user I want to know how much more of the funnel I need to complete, So that I won’t be overwhelmed and assume I won’t be able to answer all the questions"
User Outcome (What should users be doing/thinking/feeling instead?): The user should know where their place in the funnel, how much they have answered, and an expectation of what is next.
Success Metrics (How will we know we’re solving the problem/achieving the outcome?): The MVP will be tested in the Auto Insurance funnel. The aim is to increase in User to Application conversion (this test focuses on mobile changes only right now) and RPU (Revenue Per User).
Design Hypothesis: IF we set user expectations for how long the funnel is BY adding a progress indicator throughout the funnel, THEN we will increase user to applicant conversion BECAUSE the user knows what to expect.
Constraints (What is the scope of this project?):
Device: Mobile
Insurance line: Auto
Page/experience: Top of funnel (after ZIP code entry, Question 1) > End of funnel (last question before results page) Excluded Users: Pre-populated answers via SEO/SEM pages and returning users
A/B Testing: In implementing the progress indicator, the variant will be shown to 50% of our auto insurance traffic over the period of a couple of weeks or when the number of users that enter our funnel will reach a number to showcase a significant lift. Through utilizing the testing tool, Eppo, we were mainly focused on moving the needle for drop-off rate. This would be determined by seeing movement in User to Applicant Conversion (those who enter the funnel and get to the results page by answering all of the questions in the auto funnel).
The next step would be taking the results from our A/B testing and seeing if the lift is significant enough to further iterate on the progress inidicator and expand to our other funnels, such as home and our bundle experience.