Objective
Optimize the AAA online form to successfully collect essential member information to improve agent services.
Context
AAA utilizes forms to collect information that agents can use to cater specific products and services to their members. The Auto Club supports multiple products that club members may not always be aware of. The use of forms is essential to the business, allowing agents to understand what insurance policies club members currently have and what services they may be interested in.
UX Strategy & Research
I worked with Sales and Support agents to identify the issues with the previous form design. We identified that the forms were being initiated by users clicking the “start quote online” button, but the forms were not being submitted. The Support team had a high percentage of calls centered on policy estimates that could be alleviated if quotes were started online.
Understanding the user
How are users discovering the form
Why are users filling out the form
Why are users not completing the form
Analysis
After collecting the data from the Sales and Support agents, I documented key takeaways to improve the form success rate. I presented the following insights to stakeholders for next steps:
Key takeaways
Multiple forms on the website for each line of business may confuse users
Each form is specialized for promotion or specific markets
Forms were long and daunting, jarring users
Proposed solution
Update form design to encourage users to complete and submit the form. Improve information architecture and form organization to guide users progressively through the form. Create a standard form template to gather user information for Sales agents.
Design & Execution
Previous form design
Proposed design update
The goal was to simplify the form so users are not overwhelmed. Breaking up the form into two separate screens gives the user the feeling of progression. Current club members have the ability to bypass additional steps and receive a confirmation to validate their form submission. The goal of this design is to provide agents with an evergreen contact form across multiple business lines. In doing so, agents are equipped with essential information to provide current and future club members an intuitive and consistent support experience.
