Volvo Cars Insurance
One purchase flow, built for scale
Volvo Cars is moving into services like car insurance. New cars already have a sales channel for it. Older and secondhand cars don't.
I led the purchase journey across app and web, from a blank page to launch. It's now live in 10+ markets. I screened partners' digital capabilities, built the app experience, aligned the web experience with partners, and kept the funnel scalable.
My role
Founding designer
Expertise
0 to 1 product, Product strategy, UX/UI
Year
2022-26
Outcome
10+
markets live on one backbone, with no rebuild per market.
2%
take rate in Sweden, above what Volvia expected for a brand new product.
Design for scale
Insurance is highly regulated and the rules differ by market, so the same flow can't ship the same way everywhere. I designed it plug and play: the flow adapts to each market's specific requirements.
The result: 10+ markets, no rebuilds, 2 weeks to market when the commercial deal is already in place.
Get the details right
Detail still matters in a scalable product. For instance, I iterated on the coverage selection step based on user feedback before implementation: each tier leads with a one-line summary for a fast read, followed by a full breakdown of coverage details in collapse.
Moving forward
The same flow will power a discount for safe drivers, tracked through Safety Coach.
Besides optimizing the funnel, we also added the insurance status to the Volvo Cars app, so customers who buy a policy can find and manage it in one place.
Impact
The flow now lives in 10+ markets on the same backbone. Insurance is regulated market by market. The solution is truly flexible without a rebuild each time adding a new market.
In Sweden where we integrated the entire funnel, we’ve seen significant performance of take rate.