Understanding user challenges
Nationwide Express, the previous quoting tool, scored low on satisfaction — users lacked confidence they could finish a quote online. The flow was complicated, hard to complete, and left people doubting the accuracy of their quote.
Designing a seamless shopping flow
UX research methods such as usability testing, competitive analysis, and user interviews surfaced the key friction points. We simplified dense questions into a clear, guided navigation, using motion and an elevated UI design to make the experience feel modern and effortless.
Success metrics
The redesign delivered customizable quotes reflecting each user's lifestyle inputs, plus the ability to save and return. The initial launch in fall of 2023 garnered 44% more completed quotes and a 46% softfall rate for incompatible applicants — reducing agent transfers and increasing profitability.
Key decisions
Omnichannel experience — one price covering both Nationwide and Choice partners (Progressive, SafeCo, Travelers)
Multi-line in one pass — auto and home quoted together, seamlessly
Kinder softfalls — clear context when a customer doesn't qualify, replacing an abrupt cutoff that left people confused and frustrated before they ever reached an agent
Trust-forward visual design — UI and content strategy tuned to feel trustworthy and optimistic
In my role, I designed the flow architecture from UX research insights, and:
Led the Innovation product team as lead designer for new features across each state rollout
Coordinated efforts amongst seven designers to keep deliverables on schedule
Partnered with legal to keep content and design compliant
The site was launched publicly in September 2023 to 3 states initially and eventually expanded to all eligible states across the US.
