Streamlining GEICO’s Sales Quote Experience increasing Conversion by 12%

Transforming Complexity into Clarity: GEICO Sales Quote UX Enhancements

Role

Senior UX Designer Lead

Industry

Insurance

Duration

6 months

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.

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

Other projects

Optimized the digital user experience increasing the visitors time spent on the website by 62%.

Strengthen its digital presence and engage users more effectively, refreshing its online user experience.

Enhancing the end-to-end user experience on the Wells Fargo Mobile App, reaching 1.7 billion mobile login sessions.

Careful crafted solution based on real user experiences. We aimed to tackle the common challenges faced by consumers when using Wells Fargo's mobile app.

Increased online sales by 120% within AI-powered E-commerce Chatbot Solution

A personal AI-powered shopping assistant chatbot solution where customers can self-serve everything from shopping services to plans, and technical support.

Redesigning Web Application for Immersive Financial Learning Experience increasing the course completion rates by 42%

Revolutionizing the educational ecosystem building a frictionless, accessible, and culturally aware financial learning platform that meets the needs of our customers.

Silvio Almeida