Accelerating insurance enrollment during the critical pet adoption window.
THE OUTCOME
The launch of the kiosk application directly increased insurance enrollment rates by enabling the company to offer products inside shelters without an on-site agent. By streamlining the enrollment flow to fit within a five minute window, the company successfully expanded its presence into more adoption centers and significantly grew its customer base.
Project Snapshot
- Role: Lead UI Designer and UX Researcher
- Tools: Figma, Lookback, Airtable, Miro, Azure DevOps, Storybook
- Deliverables: User Research, Wireframes, Interactive Prototypes, UI Design and Design System, Dev Hand-off Notes, Journey Mapping
- Focus: High-speed Conversion, Self-Service UI, Data Privacy, Accessibility
The Challenge
Pet adoption is an emotional and busy process. We typically had a window of only five to ten minutes to present the insurance product and complete enrollment before the customer finished their adoption paperwork. Furthermore, insurance regulations required a way for customers to enroll themselves without an agent present. The design needed to be fast, legally compliant, and secure enough for a shared public tablet.
The Process
To understand the friction points of the existing pitch, I spent time on-site at several animal shelters. I observed the interaction between shelter staff and new pet owners to identify exactly where an insurance offer could naturally fit into the conversation. These observations led to a detailed customer journey map that informed the app’s structure and timing.
After stakeholder approval, we finalized the business requirements for the form fields. I set to work on creating a mockup that could be used for the app developers. I needed to account for the fact that this is a kiosk app, where the user’s information is never saved to the tablet:
Next, I conducted some user feedback sessions to determine its level of usability (and removed branding):
The Solution
I designed a specialized mobile tablet interface that prioritized speed and security.
Key Features:
- Rapid Animal Lookup: A streamlined search feature to pull pet data instantly from the shelter database.
- Transparent Pricing: A clear price estimate screen that provided immediate value without requiring deep navigation.
- Simplified Form Entry: Large, touch-friendly inputs and a logical progression to minimize user error during a possible high-stress moment.
The Impact
User feedback sessions allowed us to refine the interface and remove hurdles in the application process. The final product provided a professional and trustworthy enrollment experience that required zero staff intervention, except if the user chose to use our staff chat feature.
Key Results:
- Increased Market Reach: The self-service model allowed the company to enter shelters that could not accommodate a full-time insurance agent.
- Higher Conversion: The optimized flow successfully converted adoptions into insurance policies within the limited time available.
- Enhanced Usability: Post-launch testing confirmed that users could navigate the entire legal enrollment process with minimal assistance.
