CLIENT
GEICO
IMPACT METRICS
3
weeks sprint timeline
100+
components created
30%
increase in engagement
MY ROLE
Senior UI UX Designer
TEAM
1 Senior UI/UX Designer
1 Principal UX Designer
1 Project Manager
TOOLS
Figma, FigJam, Miro
TIMELINE
3 Months
ROLE
Senior UI UX Designer
As the Lead Senior UI/UX Designer working with GEICO, I spearheaded multiple projects for GEICO, from user research and wireframing to interactive prototyping and final design.
The success of our work, combined with strong stakeholder communication, secured five additional projects for our team.
SECTION
Discovery
As part of GEICO’s digital transformation, our team conducted a Discovery Sprint to explore new approaches to insurance quoting and bundling.
GEICO’s digital transformation required a revolutionary rather than evolutionary UX approach—targeting strategic enhancements in:
Simplifying complex insurance quote flows
Improving cross-sell/bundling capabilities
Creating personalized, agent-like user experiences
Enhancing user trust regarding data privacy
Delivering a delightful, engaging, and intuitive interface
Since traditional insurance quotes feel tedious and overwhelming, this sprint aimed to rethink the process entirely, leveraging AI, personalization, and behavioral psychology.
user flows for general and personalized flow
Laying the Foundation: Designing for Real-World Behaviors
SECTION
Research + Strategy
We utilized a multi-faceted research approach, combining stakeholder interviews, in-depth analysis of GEICO’s existing materials, and industry best practices to ensure an informed and strategic design direction.
To future-proof the insurance quote experience, we began with a deep dive into consumer decision-making patterns. The goal was to move beyond surface-level assumptions and identify the behavioral drivers influencing purchase—and abandonment—across key user segments.
Loyalists
Long-time customers of legacy providers (e.g., Progressive, State Farm, Allstate), driven by habit, brand familiarity, and perceived reliability.Motivated Switchers
Price- and value-conscious users actively looking to save or improve coverage—often open to switching but overwhelmed by the process.Indifferent Users
Users with little awareness of insurer differences, often making passive or rushed decisions with limited research or clarity.
Behavioral Insights & Pain Points
Through a combination of usability studies, competitor analysis, and direct interviews, we uncovered critical friction points across the experience:
Bundling Confusion: Most users lacked a mental model for bundling—what it included, why it mattered, or how to choose effectively.
Quote Abandonment Triggers: Users dropped off frequently due to long, multi-step flows and opaque or jargon-heavy language.
More Than Price: While cost remained important, trust signals (e.g. transparency, credibility), personalization, and ease of comparison significantly influenced conversions.
competitive analysis and research insights
SECTION
Key Design Solutions
We identified five pillars to create a seamless quoting experience:
Personalized Insurance Pricing
AI-driven pricing recommendations based on user behavior, location, and life stage. Real-time, adjustable coverage recommendations instead of static plans.
Relevant Bundles & Upsells
Bundling based on real user needs (homeowners get home + auto suggestions). UI changes to make upsells feel like useful add-ons, not forced extras.
A Friendly, Agent-Like Experience
Making the digital experience feel as personal as talking to an insurance agent. Using conversational UI and AI-powered recommendations.
Gamification & Engagement
Adding progress bars, animated transitions, and interactive elements. Making shopping for insurance as engaging as e-commerce.
Simpler, More Customizable Quotes
Allowing users to adjust their coverage easily in a visual, intuitive way. Removing confusing industry jargon.
initial concept wireframes
SECTION
Streamlined Quote Flow
We focused on a streamlined 3-step quote process and pre-filled user data to reduce friction.
Smart defaults:
Instead of making users guess coverage amounts, we provided recommended settings based on their profile.
Interactive Insurance Bundling
Users could toggle insurance add-ons dynamically.Bundles were presented as personalized recommendations, not generic upsells.
Trust-Building Elements
Clear explanations for why certain prices were recommended.User testimonials & third-party ratings embedded in the flow.
A Delightful & Fun Shopping Experience
Playful, approachable UI design inspired by modern fintech apps. Simple, friendly copywriting to reduce anxiety around insurance decisions.
hi-fi flow / prototype
presentation excerpts
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Results
GEICO team highlighted that our findings and visuals provided key strategic insights that could influence future product decisions.
Gamification & visual customization made the process feel less intimidating.
Users preferred a guided experience, similar to talking with an agent.
Our research helped validate future UX directions for bundling & pricing transparency.