Esurance
Designing Esurance's quote experience to educate, empower, and convert.
Summary
I led the redesign of Esurance’s quoting experience to make it more educational, transparent, and easier to complete. We helped users understand coverage in plain language, improved quote readability across devices, and included pricing and links to partner sites so customers could pick the best option for their budget. The result was a clearer, more confident quoting journey that respected user needs while supporting business goals.
Summary
I led the redesign of Esurance’s quoting experience to make it more educational, transparent, and easier to complete. We helped users understand coverage in plain language, improved quote readability across devices, and included pricing and links to partner sites so customers could pick the best option for their budget. The result was a clearer, more confident quoting journey that respected user needs while supporting business goals.
Summary
I led the redesign of Esurance’s quoting experience to make it more educational, transparent, and easier to complete. We helped users understand coverage in plain language, improved quote readability across devices, and included pricing and links to partner sites so customers could pick the best option for their budget. The result was a clearer, more confident quoting journey that respected user needs while supporting business goals.
Key Results
10% Quote purchase increase
Less Quote channel switching
Fewer quotes pages variations
Role & Timeline
Product Designer
1 month
Methods
User Research
Design Audit
Copy Writing
Visual Design
Prototyping
Understanding the problem
When shopping for auto insurance, many customers struggle to understand what coverage they actually need. Our challenge was to build more confidence and transparency into the quote experience, so people could make better decisions.
To get started, I partnered with product managers and researchers to map the customer journey and review data on revenue and click-through rates from our partner referral links. I learned we segmented customers by underwriting risk, and a key group of higher-risk customers was intentionally routed to partners because they were more likely to buy elsewhere.
One critical insight was that these customers were seeing an outdated, confusing quote page (Enyo) designed to push them away. Important details like coverage options and deductibles were hidden or unclear, and some customers were shown only partner links with no coverage details at all.
This revealed a clear opportunity: create a more transparent and empowering quoting experience that respected customers while still supporting partner revenue goals.
Taking a closer look at our customers journey
Understanding the problem
When shopping for auto insurance, many customers struggle to understand what coverage they actually need. Our challenge was to build more confidence and transparency into the quote experience, so people could make better decisions.
To get started, I partnered with product managers and researchers to map the customer journey and review data on revenue and click-through rates from our partner referral links. I learned we segmented customers by underwriting risk, and a key group of higher-risk customers was intentionally routed to partners because they were more likely to buy elsewhere.
One critical insight was that these customers were seeing an outdated, confusing quote page (Enyo) designed to push them away. Important details like coverage options and deductibles were hidden or unclear, and some customers were shown only partner links with no coverage details at all.
This revealed a clear opportunity: create a more transparent and empowering quoting experience that respected customers while still supporting partner revenue goals.
Taking a closer look at our customers journey
Understanding the problem
When shopping for auto insurance, many customers struggle to understand what coverage they actually need. Our challenge was to build more confidence and transparency into the quote experience, so people could make better decisions.
To get started, I partnered with product managers and researchers to map the customer journey and review data on revenue and click-through rates from our partner referral links. I learned we segmented customers by underwriting risk, and a key group of higher-risk customers was intentionally routed to partners because they were more likely to buy elsewhere.
One critical insight was that these customers were seeing an outdated, confusing quote page (Enyo) designed to push them away. Important details like coverage options and deductibles were hidden or unclear, and some customers were shown only partner links with no coverage details at all.
This revealed a clear opportunity: create a more transparent and empowering quoting experience that respected customers while still supporting partner revenue goals.
Taking a closer look at our customers journey
What we learned
We began with a series of usability reviews, stakeholder interviews, and competitive audits to understand what was confusing or ineffective in the current experience.
Main research takeaways included:
1. Users didn’t understand how to choose coverage limits and often skipped the customization option entirely
2. Insurance jargon created confusion, often leading to lost business as users chose to shop somewhere else
3. The mobile experience lacked clear visual hierarchy, making quote reviews overwhelming
4. Users valued comparison and optionality
Working with the UX Researcher I developed the following key insights to guide the redesign. Educate users, simplify choices, and make the value clear.
Survey results collected during our usability reviews.
What we learned
We began with a series of usability reviews, stakeholder interviews, and competitive audits to understand what was confusing or ineffective in the current experience.
Main research takeaways included:
1. Users didn’t understand how to choose coverage limits and often skipped the customization option entirely
2. Insurance jargon created confusion, often leading to lost business as users chose to shop somewhere else
3. The mobile experience lacked clear visual hierarchy, making quote reviews overwhelming
4. Users valued comparison and optionality
Working with the UX Researcher I developed the following key insights to guide the redesign. Educate users, simplify choices, and make the value clear.
Survey results collected during our usability reviews.
What we learned
We began with a series of usability reviews, stakeholder interviews, and competitive audits to understand what was confusing or ineffective in the current experience.
Main research takeaways included:
1. Users didn’t understand how to choose coverage limits and often skipped the customization option entirely
2. Insurance jargon created confusion, often leading to lost business as users chose to shop somewhere else
3. The mobile experience lacked clear visual hierarchy, making quote reviews overwhelming
4. Users valued comparison and optionality
Working with the UX Researcher I developed the following key insights to guide the redesign. Educate users, simplify choices, and make the value clear.
Survey results collected during our usability reviews.
Designing the experience
My goal was to create a quote experience that was not only easier to understand, but also empowered users to make informed decisions, regardless of whether they chose to purchase from us or not.
The design centered around three key strategies:
1. Educate, don't overwhelm
I rewrote and reorganized coverage information using plain language and progressive disclosure. The design emphasized clarity and allowed users to explore coverage details at their own pace, reducing intimidation and information overload.
2. Support customer choice.
I introduced promoted partner offers directly in the quote flow to support comparison shopping. This added transparency and built trust by signaling that our goal was to help users find the best coverage for them, even if it wasn’t with us.
3. Simplify the path to action.
The new layout I designed made quote summaries easier to scan and compare, especially on mobile. I improved the visual hierarchy and grouping, and button placement to reduce cognitive load and help users move forward with confidence.
My research and design resulted in a shift to how we did busines. Customers would now experience a quote page that was less transactional and more consultative. Whether they chose to purchase with us or not, I provided customers with a user experience grounded in empathy, clarity, and choice.
View of our initial prototypes used for testing desktop and mobile
Designing the experience
My goal was to create a quote experience that was not only easier to understand, but also empowered users to make informed decisions, regardless of whether they chose to purchase from us or not.
The design centered around three key strategies:
1. Educate, don't overwhelm
I rewrote and reorganized coverage information using plain language and progressive disclosure. The design emphasized clarity and allowed users to explore coverage details at their own pace, reducing intimidation and information overload.
2. Support customer choice.
I introduced promoted partner offers directly in the quote flow to support comparison shopping. This added transparency and built trust by signaling that our goal was to help users find the best coverage for them, even if it wasn’t with us.
3. Simplify the path to action.
The new layout I designed made quote summaries easier to scan and compare, especially on mobile. I improved the visual hierarchy and grouping, and button placement to reduce cognitive load and help users move forward with confidence.
My research and design resulted in a shift to how we did busines. Customers would now experience a quote page that was less transactional and more consultative. Whether they chose to purchase with us or not, I provided customers with a user experience grounded in empathy, clarity, and choice.
View of our initial prototypes used for testing desktop and mobile
Designing the experience
My goal was to create a quote experience that was not only easier to understand, but also empowered users to make informed decisions, regardless of whether they chose to purchase from us or not.
The design centered around three key strategies:
1. Educate, don't overwhelm
I rewrote and reorganized coverage information using plain language and progressive disclosure. The design emphasized clarity and allowed users to explore coverage details at their own pace, reducing intimidation and information overload.
2. Support customer choice.
I introduced promoted partner offers directly in the quote flow to support comparison shopping. This added transparency and built trust by signaling that our goal was to help users find the best coverage for them, even if it wasn’t with us.
3. Simplify the path to action.
The new layout I designed made quote summaries easier to scan and compare, especially on mobile. I improved the visual hierarchy and grouping, and button placement to reduce cognitive load and help users move forward with confidence.
My research and design resulted in a shift to how we did busines. Customers would now experience a quote page that was less transactional and more consultative. Whether they chose to purchase with us or not, I provided customers with a user experience grounded in empathy, clarity, and choice.
View of our initial prototypes used for testing desktop and mobile
Impact and outcomes
My design goals were tightly aligned with measurable business and user outcomes. I focused on creating an experience that improved comprehension, built trust, and made it easier for users to feel confident in their quotes.
📈 10% Increase in quote Purchase Rates
📈 10% Increase in quote purch
📉 17% Decrease in channel switching quotes
☎️ 25% Fewer calls related to quotes
⭐️ more confident customers when making coverage changes
Next steps
While the redesigned experience delivered measurable improvements in usability and trust, there were several areas I identified along with my product partners for future exploration:
🎯 Personalized guidance:
Introduce contextual nudges or pre-filled recommendations based on customer profile to reduce decision friction.
🧠 Smarter educational layers:
Expand on inline learning moments with microinteractions or embedded tooltips to support just-in-time understanding.
🧪 Segment-specific testing:
A/B test quote layouts based on our different customer segments and user types to better match user intent and behaviors.
🧩 Design system integration:
Formalize reusable components and interaction patterns into the broader design system to support consistency and scale across our quoting experiences.
Video walkthrough of our final round of designs
Next steps
While the redesigned experience delivered measurable improvements in usability and trust, there were several areas I identified along with my product partners for future exploration:
🎯 Personalized guidance:
Introduce contextual nudges or pre-filled recommendations based on customer profile to reduce decision friction.
🧠 Smarter educational layers:
Expand on inline learning moments with microinteractions or embedded tooltips to support just-in-time understanding.
🧪 Segment-specific testing:
A/B test quote layouts based on our different customer segments and user types to better match user intent and behaviors.
🧩 Design system integration:
Formalize reusable components and interaction patterns into the broader design system to support consistency and scale across our quoting experiences.
Video walkthrough of our final round of designs
Next steps
While the redesigned experience delivered measurable improvements in usability and trust, there were several areas I identified along with my product partners for future exploration:
🎯 Personalized guidance:
Introduce contextual nudges or pre-filled recommendations based on customer profile to reduce decision friction.
🧠 Smarter educational layers:
Expand on inline learning moments with microinteractions or embedded tooltips to support just-in-time understanding.
🧪 Segment-specific testing:
A/B test quote layouts based on our different customer segments and user types to better match user intent and behaviors.
🧩 Design system integration:
Formalize reusable components and interaction patterns into the broader design system to support consistency and scale across our quoting experiences.
Video walkthrough of our final round of designs
Thanks!
Thank you so much for taking the time to view my work.
Thanks!
Thank you so much for taking the time to view my work.
Thanks!
Thank you so much for taking the time to view my work.