Problem
Within the Credit Karma auto insurance marketplace, we were having low post click conversion. We were looking for enhancements we can make to assist the user in their insurance buying journey.
Research/
Discovery
To better understand the users perspective I conducted user interviews. The goal of the interviews was to gauge the current perception of the marketplace along with validating user problems.
We had a hypothesis around showing personlized rates and information. However, this required a data collection flow that could mean a drop in conversions.
We confirmed our users were looking for personalized rates. However we also confirmed that the user is more willing to give us data than we suspected.
From there, we mapped out two experiments.
Data Collection (part 1)
The first step would be to figure out how we are going to get the data in order to display the rate. As a team, design and product brainstormed the possible ways we can ask for data. Most importantly, where and how we should ask for data.
Test1
For our first variant, we decided to test a less agressive approach where we ask for the users data within the current marketplace. The secound variant includes a takeover that asks for members data.
DATA COLLECTION (PART 2)
Part two of our experiment included displaying the rate. This is where we implemented most of our user feedback. After brainstorming how we can solve our user problems, versus what is viable from a business perspective, we landed on highlighting savings in the offer.
We tested an offer that displayed only price versus an offer that also displays savings.
Test 2
Outcome
We tested our experiment against our current marketplace that does not display rates. Unfortunately we had a dip in revenue since our business is paid per click. Despite the experiment not being a success revenue wise, we learned more about our user and archived the experiment to launch when we can afford to take a dip in revenue.