Redesigning the Car Insurance Renewal Experience
Project Insight
Background
The car insurance renewal process had never been tested despite being one of the company’s most profitable digital services. The experience was fragmented across SDX and Non-SDX platforms, with various access points (email, post, portal), causing confusion and frustration for customers.
🎯Objective
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Identify pain points across SDX and Non-SDX renewal journeys.
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Understand user behavior through qualitative and behavioral data.
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Redesign documentation and portal structure to reduce abandonment
⚖️ Methodology
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15 Remote Usability Tests (diverse age/tech range)
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Stakeholder Interviews (internal sales, ops, IT)
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Session Replay Analysis (via Glassbox)
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Video analysis and notes (Lookback)
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Email & Document Audits
📉 Key Problems Identified
Personas
Persona Name: Ann O'donnell
Demographic Information:
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Age: 38
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Gender: Female
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Location: Ranelagh, Dublin.
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Marital Status: Married
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Children: 1 (age 8)
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Occupation: Office Administrator
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Education: Bachelor’s Degree in Business Administration
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Income: 60,000 per year
Background:
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Ann has been driving for 10 years and has held car insurance with multiple companies.
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She is currently insured with FBD and has been for the past 2 years.
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Annvalues stability and customer service in her insurance provider.
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She often juggles work and family responsibilities, leaving her limited time for lengthy processes.
Goals:
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To renew her car insurance quickly and efficiently.
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To understand any changes in her policy or premium.
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To find ways to potentially reduce her premium without compromising on coverage.
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To ensure that her policy covers all necessary aspects, including any new features or benefits.
Frustrations:
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Confusing renewal documents that are difficult to understand.
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Hidden fees or unexpected premium increases.
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Long and complex renewal processes that require multiple steps.
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Lack of clear communication from the insurance company regarding changes in policy or renewal procedures.
Motivations:
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Peace of mind knowing her car and family are adequately protected.
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Saving money on premiums through discounts or loyalty rewards.
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Having a hassle-free renewal process that saves time.
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Receiving good customer service and support when needed.
Behaviors:
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Ann prefers to handle most of her insurance matters online but appreciates the option to speak to a representative when necessary.
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She usually reviews her renewal notice as soon as she receives it to ensure there are no discrepancies.
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Ann values feedback from peers and online reviews before making decisions about switching providers or renewing her policy.
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She is tech-savvy and comfortable using mobile apps and websites to manage her insurance.
Technology Use:
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Devices: Smartphone, Laptop
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Platforms: Insurance company’s mobile app, email, insurance comparison websites, social media
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Proficiency: High (comfortable with online and mobile transactions)
Quotes:
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“I just want a renewal process that’s straightforward and doesn’t take up too much of my time.”
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“It’s important for me to understand any changes to my policy so there are no surprises.”
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“Good customer service makes a big difference. I need to feel valued as a customer.”
Scenario: Ann receives her car insurance renewal notice via email. She wants to review the details of her policy, compare her current premium with last year’s, and see if there are any new discounts or benefits she can apply. She logs into the insurance company’s mobile app but finds the renewal process somewhat confusing and the information not clearly laid out. Frustrated, she decides to call customer service for clarification, which leads to a long wait time. Ann hopes that in the future, the renewal process will be more user-friendly and transparent.
Needs:
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Clear and concise renewal documents.
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Transparent communication regarding policy changes and premium calculations.
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An easy-to-navigate online platform for managing renewals.
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Efficient customer service support when needed.
Insights for Improvement:
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Simplify the renewal documentation and process to make it more user-friendly.
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Offer a detailed, transparent breakdown of premium changes and available discounts.
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Enhance the mobile app and website to streamline the renewal process.
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Improve customer service response times and provide more self-service options online.
Persona Name: James Dunster
Demographic Information:
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Age: 49
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Gender: Male
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Location: Rural Carlow
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Marital Status: Married
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Children: 3 (ages 16, 14, and 10)
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Occupation: Warehouse employee
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Education: High School Diploma
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Income: 35,000 per year
Background:
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James has been driving for 30 years and has had car insurance with several companies over the years.
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He is currently insured with FBD and has been for the past 2 years.
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James values reliability and straightforward communication from his insurance provider.
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Balancing his work schedule and family responsibilities leaves him little time for complicated processes.
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He is not very tech-savvy but uses a computer and smartphone mainly for basic tasks and communication.
Goals:
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To renew his car insurance through a straightforward and hassle-free process.
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To clearly understand any changes or updates to his policy and premiums.
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To ensure his car insurance provides sufficient coverage for all his needs.
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To avoid unnecessary complications or lengthy procedures in the renewal process.
Frustrations:
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Difficulty navigating online renewal platforms and apps.
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Receiving renewal documents that are not clear and easy to understand.
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Lack of transparency regarding changes in premiums and policy details.
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Long wait times or inadequate support when seeking help from customer service.
Motivations:
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Ensuring his family and vehicles are adequately protected with proper coverage.
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Keeping insurance costs manageable within his budget.
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Completing the renewal process without technical difficulties or lengthy steps.
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Feeling confident in his insurance provider’s reliability and support.
Behaviors:
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James prefers renewing his insurance over the phone or in person, rather than online.
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He reviews his renewal notice as soon as he receives it to check for any changes or important information.
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James relies on advice from friends and family rather than online reviews for insurance decisions.
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He uses his computer and phone mainly for basic tasks, avoiding complex or unfamiliar technology.
Technology Use:
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Devices: Basic Smartphone, Desktop Computer
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Platforms: Email, phone calls, minimal use of websites
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Proficiency: Low (prefers straightforward and familiar methods of communication)
Quotes:
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“I need a renewal process that’s simple and doesn’t require me to jump through hoops.”
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“I want to know exactly what’s changing in my policy and why.”
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“Clear, direct customer service is important to me. I want to talk to a real person who can help.”
Scenario: James receives his car insurance renewal notice in the mail. He wants to review the details of his policy, check for any changes or new charges, and complete the renewal process. Finding the documents somewhat confusing, he opts to call customer service for clarification. After waiting on hold for a long time, he speaks to a representative who helps him understand his policy details. James hopes that in the future, the renewal process will be simpler and more transparent, with clear guidance and support available.
Needs:
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Clear and concise renewal documents that are easy to understand.
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Transparent communication regarding any changes to policy terms and premiums.
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A simple, non-digital option for managing renewals, such as phone support.
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Effective and timely customer service assistance when needed.
Insights for Improvement:
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Simplify the renewal documentation and ensure it is user-friendly.
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Provide a detailed and clear explanation of premium changes and available discounts.
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Offer more accessible and straightforward phone-based renewal support.
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Enhance customer service to provide quick and clear responses to inquiries.
Stakeholder Questionnaire
Analysis
From the consumer sales perspective the process seems straightforward. Although they believe they did not receive calls from customers regarding the complexity of renewals, they do admit in the last questions that they do receive many calls regarding the excessive information in the documentation and not being able to find their PIN or their renewal notice — pointing at the complexity of the process itself online.
Most stakeholders seem quite confident about the renewal process being user-friendly, but when we get deeper into the questions they seem to agree on the excessive documentation and also the struggle with the renewal PINs.
Analysis of Responses on Car Insurance Renewal Process
Common Themes and Insights
Overall Understanding of the Renewal Process
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Most respondents have a clear understanding of the renewal process, indicating that internally, the steps are well communicated and understood.
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The process is generally viewed as straightforward and well-documented for agents.
Customer Challenges and Confusion
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Documentation Overload: Many customers find the renewal documents overwhelming and confusing due to the sheer volume and complexity.
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Auto-Renewal Clarity: Auto-renewal policies are not always clear to customers, leading to confusion, especially among direct debit customers.
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Accessing Renewal Information: Difficulty in finding necessary details like renewal PINs and documents, particularly for elderly customers and those not tech-savvy.
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Premium Changes: Customers are often confused or frustrated by premium increases, especially when expecting reductions due to no-claims bonuses.
Feedback from Customers
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There is a significant amount of feedback regarding the complexity of documents and the need for clearer communication.
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Customers have expressed a need for simpler and more accessible online renewal options.
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Specific feedback includes difficulty understanding premium changes and the process of obtaining renewal documents via email and PIN.
Effectiveness of Communication Materials
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While some respondents believe the communication materials are effective, others highlight that the amount of information can be overwhelming.
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Simplifying documents and highlighting key information early on could improve customer understanding and satisfaction.
Pain Points and Challenges
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Major pain points include the complexity and volume of renewal documents, difficulties with online renewals, and clarity around auto-renewal policies.
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Some customers are also frustrated with the need for full policy reviews for minor changes and the lack of clarity on what optional extras are included.
Suggested Improvements
Simplify Documentation
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Reduce the amount of paperwork and make key information (price, cover level, drivers covered) more prominent.
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Include a clear summary of changes and optional extras to help customers quickly understand their renewal details.
Enhance Online Renewal Process
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Make the online portal easier to navigate and ensure that customers can easily find renewal PINs and other necessary details.
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Consider developing a mobile app for direct access to policy details, payments, and queries.
Improve Communication
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Send both postal and email copies of renewal notices to ensure all customers receive the information.
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Clearly explain any changes to policy cover, especially for older vehicles, in a separate pre-renewal letter.
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Highlight auto-renewal policies in bold and ensure customers understand the steps to opt out if desired.
Customer Support and Education
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Provide more reminders and clearer instructions about the renewal process.
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Implement a shorter queue system for customers who simply want to make a payment without making any changes.
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Enhance customer support for elderly or less tech-savvy customers to help them navigate the online renewal process.
Technological Enhancements
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Introduce a "MyFBD" option where customers can manage their policies, renewals, and documentation with self-service options.
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Allow flexibility in payment options, such as the ability to split payments between two cards.
By addressing these key areas, the insurance company can improve the overall customer journey, making the renewal process more user-friendly and efficient.
User Profile for Usability Test
This must be repeated for both, SDX and non SDX
Calls and sessions were organized, analysed and transcripted through Lookback
📊 Outcome
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Identified 5 major UX blockers using Glassbox and test evidence.
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4 out of 5 testers abandoned the Non-SDX flow at login or document stage.
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SDX users had better login success but failed at document retrieval or post-payment.
✉️ Recommendations
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Surface PIN + summary info on page 1 of all channels.
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Add tooltip/error context to all login fields.
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Create discount logic + display in portal.
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Ensure confirmation messaging and receipt download after payment.
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Introduce optional "MyFBD" user portal for full policy access.
✨ Impact
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Redesign proposal tested with 5 users, who completed flow 30% faster.
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Clarity in documentation increased user trust and task completion.
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Stakeholders backed portal redesign roadmap for 2025.
🔹 This Case Study Demonstrates:
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End-to-end UX evaluation from research through redesign.
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How to synthesize session replay, survey, and qualitative data.
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Real-world constraints (legal docs, backend systems) influencing design.
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:
