Transforming Complexity into Clarity: GEICO Sales Quote UX Enhancements
Role
Industry
Duration
The Challenge
The GEICO sales quote flow had become confusing due to layers of past experiments, repetitive questions, and non-transparent content. Customers were dropping off frustrated at critical moments.
A recent moderated usability test of the “Happy Path” revealed:
A confusing, multi-step confirmation process
Repetitive data collection
Lack of content clarity and transparency
No clear marketing communication preferences
Disjointed experience across screens
We saw this as more than a UX issue—it was a trust and efficiency problem, and a massive opportunity.
Goals
Reduce time-to-quote by eliminating friction and simplifying navigation.
Unify content to avoid duplication and confusion.
Enhance transparency in how and why data is collected.
Design for scale, ensuring flexibility for multiple drivers and vehicles.
Elevate customer trust and make quote outcomes easier to understand.
My Role as Senior UX Designer
As a senior UX designer leading this project, I:
Orchestrated cross-functional collaboration with designers, content strategist, product managers, researchers, engineers, and legal
Translated qualitative insights into strategic design action
Defined the interaction patterns, decision flows, and scalability guardrails
Championed transparency and ethical UX in the quote process
Mentored other designers through complex IA and prototype decisions
Led stakeholder alignment sessions to prioritize high-impact quick wins
“Our role is to make complex systems feel intuitive, transparent, and human. With this project, we turned a fragmented quote flow into a confident, connected journey—built for both the customer and the business.”
— Silvio Almeida, Senior UX Designer Lead
Key Insights from Research
Research revealed friction in the quote flow—users were confused by repetition, unclear questions, and hidden details. Simplifying confirmation was a win, but it raised concerns about scalability.
83% of participants found repeated content “confusing” or “unnecessary.”
71% misunderstood why certain questions were asked (e.g., employment, incidents)
Quote breakdowns were underused due to poor discoverability
Marketing communication opt-out was perceived as “missing” or “hidden.”
Combining confirmation pages was positively received, but introduced scaling concerns
What We Delivered
Prototype: Optimized Sales Flow for mobile and desktop
Designed for multi-driver/multi-vehicle scenarios
Modular, scalable UI that adapts to 1–N drivers and cars
Combined confirmation into a single step with progressive disclosure
Embedded transparent explanations for data collection (e.g., DOB, email)
Included new logic for ADAS and incident questions
Added quote breakdown toggles and dynamic legal copy
Introduced marketing communication opt-out with explanation
Areas for Future Exploration
A/B test different content strategies for employment and incident questions
Consider real-time validation during the quote to reduce rework
Evaluate personalization logic for scaling quote results
Investigate behavioral design patterns to support decision confidence
Key Takeaways
Clarity wins trust. Users value knowing why you're asking something.
Removing steps isn't always best—consolidating them smartly is.
Legal doesn’t have to be boring. With a UX + Content partnership, it becomes enabling.
Designing for scale from the start prevents technical and UX debt later.
Strategic Framing
This wasn’t a UI polish. It was a strategic experience refactor—designed to:
Reclaim lost revenue from drop-offs
Build long-term trust through transparent interaction
Future-proof GEICO’s quote architecture for personalization, compliance, and growth
Set the standard for how Design and Product co-orchestrate in regulated industries
