Quest Insurance
UX/Product Design
Questrade, a Canadian-owned trading platform, has been expanding into full financial services with a clear mission: to empower Canadians to take control of their financial futures. As part of this growth, Quest Insurance was developed from the ground up—encompassing strategy, product positioning, and the creation of innovative customer journeys. The goal was to establish a competitive presence in the auto and home insurance market, delivering best-in-class experiences that rival industry leaders.
Client
Questrade
Role
Product & UX Design
Duration
1.5 years
My role & team
I co-led research, product design, and UI/UX for the Quest Insurance product, ensuring a seamless experience across all customer touchpoints. Collaborating with a seasoned Canadian insurance development team and a lean product director team.
Competitive landscape
To design a best-in-class online quote journey, our first step was to analyze the competition both within Canada and internationally. We examined major financial institutions such as RBC and TD, as well as direct-to-consumer offerings like Onlia, Belairdirect, Aviva, and Sonnet. Our analysis focused on identifying unique features, evaluating the overall user journey, and assessing the complexity of the quoting process. We conducted deep dives into the number of questions and inputs required, the number of pages users had to navigate, and how seamless the transition was from receiving a quote to purchasing (or “binding”) a policy online. Additionally, we examined post-quote interactions, including emails and other touchpoints, to understand how competitors guided users through the journey.
Examples of research findings
Make the journey short and easy!!!
How many times have you heard that before? Well, in our case, it was somewhat possible—at a cost. And there’s the catch you were expecting. Pre-filling is a common UX pattern used to shorten the time users spend on a task when some of their information is already available. In the insurance world, however, this convenience comes with a significant price tag. The journey supported pre-filling, but the business had to weigh whether the cost justified the benefit. User testing revealed that not a single participant objected to entering their license number online. More importantly, this small step shaved off several valuable minutes from the quote process—proving that, in this case, convenience truly mattered.
🔥 Evaluating the usr journey paintpoints
🔥 User is asked to pre-fill with license number
🔥 Upcon a successful database return, users vehicles and driver info is pre-filled
Bundling? We've got it.
Bundling posed challenges—not in the user journey, but in defining the bundles themselves. While Canadians expected them, working with underwriters and insurers to create clear distinctions was difficult. The solution was an interstitial screen offering bundles with a clear comparison just before getting to the full quote. The team explored interactive elements and ways to highlight savings effectively.
- A toggle and animation to show price savings
- Highlighting a clear "winning" choice in the middle
- Abilitiy to look up what the coverages meant with tooltips content
👍 Tooltips text, and expandable section to get context
👍 Distration free layout to focus user attention to coverages
Responsive customer journeys for all
A significant aspect of the work involved ensuring that the user journeys were fully responsive across various devices while maintaining consistency with the new design system, which was evolving alongside our project. This required close collaboration with both design and development teams to align our work with evolving guidelines, components, and interaction patterns.
- We focused on creating a fluid, adaptable experience by testing layouts across different screen sizes and refining elements such as typography, spacing, and interactive components.
- Since the design system was still in development, we had to remain flexible, frequently iterating on components to ensure they met accessibility standards and usability best practices.
