Spoiler: Increased conversions by over 400%
Opportunity Statement:
We owned the entire online rental application process, guiding new renters from lease signing to move-in. After a renter signed their lease, we offered them the option to purchase renter’s insurance, which is often required in the lease agreement. While this presented a significant sales opportunity, our conversion rates stagnated at about 10%. In addition to the missed revenue opportunity for our business, many renters were moving in without insurance, leaving both them and our customers financially exposed to potential risks.
My Role:
• UX Evaluation
• UI Design
• Front-end Development
• UI Design
• Front-end Development
Unique UX Process:
With a tight timeline (weeks, not months) to get this project live, I had to fast-track the UX process. While some traditional UX steps were skipped, I demonstrated that even with a simplified approach—focused on a swift UX evaluation and core design principles—we could significantly improve user flow efficiency. The final result was a 400%+ increase in conversions.
Original Version
• Visual hierarchy issues
• Equal visual importance for insurance options
• Copy was too long and not informative enough
• Designs assumed users were educated in renters insurance
Updated Version
• Removed visual hierarchy issues with updated page and section titles
• Gave more visual importance to the primary CTA
• Updated logic and workflow to offer a "single click" enrollment process
• Updated body copy to offer a quicker, clearer understanding of our insurance product.
• Added the ability to customize insurance, allowing for even greater user control
Conclusion:
We were able to quickly collaborate, evaluate, design, and release a solution to our insurance workflow that increased the conversion rate by over 400%. Despite this initial success, we quickly began additional assessments to improve the workflow with more in-depth UX processes.