Quest Insurance
UX/Product Design
Questrade, a Canadian-owned trading platform, was expanding into broader financial services with a mission to help Canadians take control of their financial futures. Quest Insurance was developed from the ground up, including strategy, product positioning, and new customer journeys for auto and home insurance.
Client
Questrade
Role
Product & UX Design
Duration
1.5 years
My role & team
I co-led research, product design, and UI/UX for Quest Insurance, working with an experienced Canadian insurance development team and a lean product leadership group to shape the end-to-end customer experience.
Competitive landscape
To design a stronger 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 clear the transition was from receiving a quote to purchasing (or “binding”) a policy online. Additionally, we examined post-quote interactions, including emails and other touch points, to understand how competitors guided users through the journey.
Examples of research findings
Making the quote journey faster
We explored pre-filling as a way to reduce the time required to get a quote. In insurance, that convenience can carry a significant business cost, so the team had to weigh effort, cost, and customer value. User testing showed that participants were comfortable entering their license number online, and the step helped reduce the quote process by several minutes.
🔥 Evaluating the user journey pain points
🔥 Users can pre-fill with a license number
🔥 Vehicle and driver information is pre-filled after a successful database match
Bundling coverage clearly
Bundling was less of an interaction challenge and more of a product definition challenge. Customers expected bundled options, but the team needed clear distinctions between coverage choices. We designed an interstitial screen that presented bundle comparisons before the full quote, with interaction patterns that made savings easier to understand.
- A toggle and animation to show price savings.
- A clear recommended option in the center.
- Tooltip content to explain coverage terms.
👍 Tooltips and expandable sections provide context
👍 A focused layout keeps attention on coverage choices
Responsive customer journeys
A significant part of the work was making each journey responsive across devices while staying aligned with a new design system that was evolving alongside the project. This required close collaboration with design and development teams as guidelines, components, and interaction patterns changed.
- Tested layouts across screen sizes and refined typography, spacing, and interactive components.
- Iterated on components as the design system matured, with a focus on accessibility and usability.
