Pet Insurance Calculator - Research and Design

Our client, a leading global insurance company, aimed to enhance transparency and drive pet insurance sales through an innovative calculator tool. I led the UX research and design efforts to create a pet insurance calculator that illustrates potential cost savings for common veterinary expenses, ultimately seeking to increase quote starts and policy purchases.

The research phase included a 5-person first impressions test, which assessed user perception of the proposed designs, evaluated their understanding of the calculator's purpose, and gathered insights for usability improvements. Our primary objective was to integrate the calculator into key pages to demonstrate the tangible value of pet insurance policies.

We hypothesized that by enhancing user confidence through clear value presentation, we could significantly boost quote starts. The results were impressive, with a 47% increase in quote start rates on the Coverage and Exclusions page and an overall 112% increase in quote starts. These outcomes not only met but exceeded our goal of a 6-9% increase in quote starts, showcasing the effectiveness of user-centered design in influencing consumer decision-making in the insurance sector.