ENHANCEMENT

Designing for flexibility: Save & continue in the quote flow

Making insurance more flexible

To improve the user experience, Sonnet Insurance introduced a “Save & Continue Later” feature within the quote flow. This allows users to pause and resume a partially completed form without starting over. By implementing this, the goal is to reduce drop-offs and increase bind rates. Over the past 12 months, approximately 27% of visitors who started a quote abandoned their progress while on the second page. This suggests that many users may not have all the necessary information on hand and could benefit from the flexibility to return later.

Understanding the problem

The initial phase began with reviewing multiple Fullstory sessions to understand why customers were abandoning their quotes. We noticed a consistent pattern: users often dropped off when asked to enter driver’s license details, either their own or someone else's, or when asked about detailed property information. In many cases, it was clear they simply didn’t have that information readily available. To address this, I began by conducting competitor research, analyzing user journeys, and outlining key technical considerations. I also developed a lo-fi design proposal to explore how a “Save & Continue Later” experience could work within our flow. The two core elements of this feature are:

1. Retrieving a saved quote seamlessly

2. Ensuring user data is stored securely and privately

Bringing design to life

By implementing this feature, we aim to reduce quote abandonment and improve conversion rates. While the UX may appear simple, the bulk of the effort revolves around navigating backend complexities, aligning with technical constraints, and mapping the user journey.

Collaborating closely with the development team has been a continuous learning experience. Each session reveals new challenges, pushing me to think more like one and improving my understanding of technical constraints. The learning curve has been steep, but this project has been rewarding, stretching my skills and helping me grow not just as a designer but as a more well-rounded problem solver.

1. When should progress be saved?

   Should users be able to save after entering a single field, or only after completing a full page? We needed to determine how to capture and store data from each field reliably

2. Handling multiple saved sessions

   What happens if a user with an existing saved progress starts a new one? Should we support multiple saved progresses, or overwrite the previous one?

3. Data storage

   Where should we store quote data, and how long should it be kept for?

4. Scenario for existing customers

   How should we handle users who are already customers but didn’t get a quote from the dashboard, what happens when the enter an existing email address?

5. Data privacy and access validation

   Since users enter sensitive information (e.g., address, DOB, driver’s license), how do we ensure only the user can resume their quote? Email validation and access control were critical for data security.

Results & impact 🥳

Within just the first month of launching this feature, we saw significant user engagement and conversion rates:


• Over 19,000 instances of saved progress

• 6,961 users returning to continue their progress

• 3,137 users completing their quotes

• Over 1,458 successful purchases

These metrics highlight the effectiveness of the feature in driving user retention and conversion. The team continues to actively monitor user behavior and gather feedback to refine and improve the functionality further.