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
Design for scale
This is just one of the many highlights I learned from working with researchers early on, to understand if our customers find this feature valuable, and if there’s any concerns to adopt it.
Drivers are also motivated differently. Insurance discount could be a good external motivation for some, while others could be motivated by learning about their own driving patterns.
The learnings, such as being transparent about data handling, has guided us through many details in implementation and roadmap prioritization later on.
Get the details right
When drivers first see the offer, I clarify three major concerns: the hurdle to join is low, their data privacy is protected, and there’s no negative impact on insurance. Consent is upfront and separate, not buried in terms.
For customers who want to learn more about the product, there are separate sections to cover topics such as score mechanics and edge cases, like per-driver vs. per-car tracking.
The result: 24% customers who see the offer joined, double the industry benchmark ~10%.
Moving forward
The natural next step is to reward the safe drivers. I drafted out the experience to guide conversations with our insurance partners, so to keep stakeholders aligned with where we are heading towards.
I've also directed next gen safety coach concepts with two thesis students, pressure tested what's worth building before any reaches implementation.
Impact
24% take rate: More than double the ~10% industry benchmark
Weekly habit: Drivers come back 4.3 days out of every 28. It’s ahead of majority features in the Volvo Cars app
Building safety coach wasn’t a linear story. We once changed our partner to gain global coverage, and that led to a new, multi-step onboarding flow. My role as a designer is to bring clarity of any experience trade-offs to product and engineering, and continuously holding the standard.