PROBLEM STATEMENT
New customers struggled with a fragmented census experience that required manual data entry, presented unclear instructions, and separated the flow for adding employees and dependents. This led to user confusion, high drop-off rates, and delays in submitting accurate information needed for quote generation.
SOLUTION
Redesigned the census form for new customers to provide a guided, responsive experience with clear actions for adding teammates and their nested dependents. The updated design improves comprehension by visually connecting employees to their dependents, enhances data accuracy, and supports smoother, faster quote submissions.
-
Operational efficiency improved by reducing support overhead and accelerating underwriting processing
-
Improved page conversion and task completion through a focused, step-by-step experience
BEFORE:
-
Overly complex instructions led to user confusion, follow-up questions, declined quotes, and delayed processing. Dependents could only be added after employees, one at a time
-
Manual entry of all employees
-
No responsive design support
-
Increased operational burden and reduced underwriting capacity
-
Poor page conversion & high drop off
-
Does not align with the metal model & expectation of existing & new customers.
AFTER:
Customized experience aligns with the mental models of both new prospects and existing customers, driving higher engagement and retention.
Clear, concise guidance reduces cognitive load and eliminates confusion, decreasing follow-up questions and improving form completion rates.
Simplified, intuitive flow to add teammates & their dependents —streamlining the process and reducing delays
Improved visibility into submitted information, allowing users to easily review teammates and their nested dependents in a clear, organized layout—reducing mistakes and boosting confidence in submission accuracy.
Fully responsive design ensures accessibility and usability across devices.
