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Statistics on Tablet

Optimizing User Journeys with Glassbox

Project Insight 

 

Objective

We wanted to monitor the website and being able to see the sessions in order to pin point the specific frictions found in the data straight to the recorded sessions with our users.
To do so, I conduct montly analysis with Glassbox, finding usability issues, errors, page blocks and general struggles, and provide solutions with it across three core user flows (Car Insurance, Home Insurance, and Renewal Online) using Glassbox KPIs and session funnels, and identify usability issues, technical problems, and conversion drop-offs.

🎯 KPIs Used

  • Struggle Score: Highlights user frustration (rage clicks, reloads, errors).

  • Error Rate: Technical or form-based issues interrupting the journey.

  • Continue/Abandon Rate: Measures user progression or exit.

  • Avg. Step Duration: Indicates hesitation or task complexity.

     

📊 Flow Performance Overview

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💡 Key Insights by Flow

✨ Car Insurance

  • High abandonment (96%) at "Cover Options".

  • Error hotspots: Step 2 (Your Car) = 96.4%, Step 6 (Your Discounts) = 88.7%.

  • Avg. time spikes during payment step: 5:20 mins → user friction.
     

✨ Home Insurance

  • 71% abandon at "Property Information" (Step 3).

  • High error rate: Step 2 (52.9%) and Step 3 (70.5%).

  • Payment step sees 77% abandonment.
     

✨ Renewal Online

  • 66% drop-off at login.

  • Excellent recovery: 98% continue after contact details.

  • Payment step still shows 33% abandonment and long focus duration (3:11 mins).
     

💣 Visual: Abandonment by Step

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📊 Funnel Feature Impact

  • Identified exact pages with drop-offs and time spent.

  • Found key abandonment moments: Cover Options (Car), Property Info (Home), Login (Renewal).

  • Used struggle score + funnel view to locate session replays for context.

🌐 Report Feature Impact

  • Dead Clicks: High in Home Insurance.

  • Form Validation Errors: High in Car Insurance.

  • Long Focus Time: Found in Renewal Payment.

  • Device Mix: 43% Mobile users → higher abandonment rate.

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⚡ Recommendations

  • Simplify Cover Options and Insurance Cover steps.

  • Improve error messaging and field validation.

  • Optimize mobile form layout.

  • Reduce friction in Renewal login experience.
     

🔹 What This Project Shows

  • How to interpret Glassbox KPIs for UX improvement.

  • How to use funnels to locate friction and replay real user struggles.

  • How to prioritize UX issues by combining error, struggle, and duration data.

Due to confidentiality agreements and data protection policies, I’m unable to share the actual prototype publicly. However, I’ve included anonymized mockups and key insights to illustrate the design process and outcomes.

Prototype:​

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