Solution (Overview)
My mission was to design a quote process that earned trust.
I started with research. From analysing competitors to surveying existing consumers and potential users, I uncovered a consistent theme: users were sceptical and quick quotes felt like traps.
Poor question design led to inaccurate pricing. And most platforms ignored the emotional drivers behind sustainable choices.
So, I approached this problem from the ground up.
Using the Double Diamond process, I uncovered key insights and began prototyping a new, more human-centred approach.
My competitor analysis helped identify missed opportunities in transparency and personalisation.
User surveys revealed that while sustainability mattered, clarity and fairness were the true dealbreakers.
I drew UI inspiration from brands like Habito and Spotify, using modular, multi-step forms to keep users engaged without overwhelming them.
My problem statement was clear: users didn’t trust the quotes and for good reason.
With help from a UX Researcher in my team, we created four personas (from Value Hunters to the Sales Apprehensive) to guide every design choice.
We then created a simplified user flow and experience map to clarify how someone might move from quote curiosity to confirmed sale.
I prioritised the features with the biggest impact on trust and clarity:
Embedded live quote updates showed users how each answer shaped their price in real time.
I replaced vague condition categories with tailored questions for more accurate results.
I added info overlays to explain tricky questions, and let users rate their helpfulness.
A clearer Not sure option made it easier to answer accurately without pressure.
I broke down how each quote was calculated, including why we used a price range.
I then tested the prototype with 100 users via Maze and iterated quickly:
The Up to quote caused confusion, so I removed it and integrated pricing into each form step.
Users found the depreciation chart demotivating, so I moved it to a less sensitive stage.
Sustainability messaging worked better later in the journey, once trust was already earned.
I finalised a scalable, modular UI that aligned with Spring's inclusive brand values.
I designed for multiple entry points from online to in-store pods while keeping the experience consistent.
Sustainability remained part of the message, just not the lead hook. I let clarity and fairness do that job.
The Impact
The redesign delivered impact on every front.
📈 Quote drop-offs decreased by 37%. Users told us the new form was significantly clearer, faster, and more reassuring to use.
Confusion around the quote estimate dropped. Users now understood how their quote was calculated and what influenced it, thanks to real-time feedback and clearer communication.
👍 NPS increased from 21 to 54, signalling a major improvement in user loyalty and brand perception.
⏱ Average time to complete a quote dropped by 42%, making the process far more efficient and user-friendly.
Also critically for our team, it solved issues with technical debt. The modular build was easier to maintain, faster to iterate, and significantly reduced regression issues during new deployments.
This wasn't just a UX win. It was the moment the quote experience finally aligned with our brand values: honest, simple, and user-first.