Quoting car insurance asks a lot of questions for good reasons. My job was to make that complexity feel less like paperwork and more like a clear, predictable conversation.
I led the product design work across the quote journey, translating business, user, and technical constraints into flows, prototypes, and final experiences. I worked closely with Product, Business, and Engineering to define priorities, evaluate trade-offs, validate design decisions, and evolve the experience through iteration. My responsibilities included journey definition, UX/UI design, prototyping, interaction design, usability validation, design handoff, and maintaining consistency with the broader product ecosystem.
Interface studyScroll to unpack the thinking ↓
The business wanted to expand direct digital sales without losing the confidence customers expect when purchasing a financial product. The experience needed to collect accurate underwriting information, explain coverage responsibly and keep people moving through a relatively long quotation flow.
Buying auto insurance is a high-consideration journey involving vehicle information, driver profiles, coverage decisions, pricing, and regulatory requirements. The challenge was to reduce the perceived complexity while preserving the information required by the business. The experience needed to explain what was being asked, maintain confidence, and reduce unnecessary cognitive load throughout the quote.
The solution reorganized the quote into a clear step-by-step journey using progressive disclosure, stronger information hierarchy, contextual guidance, and predictable interaction patterns. Long forms became manageable stages, related information was grouped, progress remained visible, and plan options were structured for clearer comparison across responsive layouts.
The redesign made the quote more consistent and easier to follow while preserving underwriting and business requirements. Performance numbers are confidential, so I am careful not to claim a conversion uplift here. What I can show is the reasoning, interaction model and clearer journey that became part of Tokio Marine’s evolving digital experience.
The redesign was less about removing required information and more about changing how and when that information was presented.
A long, cognitively heavy quote flow
A progressive journey broken into clear, manageable stages
Too much information to process at once
Related information grouped and progressively disclosed when needed
Vehicle and profile information that could feel repetitive
Lookup, prefilled information, and confirmation patterns that reduce unnecessary effort
Coverage choices that were difficult to compare
Plans, benefits, and relevant information structured for clearer comparison
Limited sense of progress through the quote
A persistent, predictable progress structure across the journey
I started by listening for the moments where the experience stopped making sense.
Research details are intentionally omitted pending factual confirmation.
Customers were willing to provide detailed information when they understood why it was needed and could see meaningful progress. Abandonment increased when questions felt repetitive or when coverage differences appeared only at the end.
Build trust progressively: explain each data request in context, reuse known information and introduce plan value before asking the customer to commit.
Simplifying the quote did not mean removing business-critical information. Several decisions required balancing user simplicity with underwriting, technical, and commercial requirements.
We reduced perceived complexity through grouping and progressive disclosure while preserving the information required for pricing and underwriting.
The journey needed to feel fast without hiding coverage information users needed to make confident decisions.
Interaction patterns needed to support different insurance scenarios while remaining predictable across the journey.
Complex insurance information had to remain understandable on smaller screens without overwhelming the interface.
The design evolved through iterative evaluation of the flow, hierarchy, guidance, controls, and recovery patterns.
The early direction organized the required quote information but still placed too much content and guidance within individual steps.
The experience needed a stronger sense of progress, shorter supporting copy, and clearer controls at key decision points.
The flow was divided into more focused stages, helper content was reduced, selection patterns became more explicit, and recovery information remained available.
The final structure made each step easier to scan while preserving the data, coverage detail, and continuity required by the product.
This project reinforced that simplifying a complex product is not the same as removing complexity. Insurance still requires detailed information, business rules, and confident decision making. The design challenge was to reveal that complexity progressively — giving users the right information at the right moment while keeping the journey understandable and predictable. If I were evolving the product today, I would continue looking at where users hesitate or abandon the journey, validate opportunities for greater personalization, and use behavioral data to inform the next iterations.