Enable insurance purchase in Volvo Cars app for 10+ markets
Volvo Cars is moving beyond the car, into services like car insurance. New cars already have a strong sales channel for insurance. A bigger volume of cars, over 3 years old or bought secondhand, doesn't.
I led the project from discovery to delivery: selecting partner capability, and working closely with commercial and the digital product team to get it into customers' hands.
2%
take rate in Sweden. Better than Volvia expected for a brand new product with zero existing demand.
10+ markets
live on the same backbone. Insurance is regulated market by market, so the solution has to be flexible without a rebuild each time.
Make coverage easy to compare
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Make coverage easy to compare *
Early testing surfaced the problem: customers couldn't find the button to see what a coverage tier included, and comparing tiers side by side was hard on a mobile screen.
I redesigned the step so each tier leads with a one-line summary for a fast read, with the full breakdown expanded inline instead of hidden behind a separate "see what's included" button. Selecting a tier and understanding it two steps, not in one.
This pattern also scaled to other product selection screens with different tiers and coverage.
*Validated with usability testing before build.
Show the important input
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Show the important input *
The start date picker was collapsed under billing info in the original flow. Most participants scrolled straight past it and only found out it was required when they hit an error trying to confirm the order.
I moved it up and left it expanded by default. The page got longer, but nothing important gets missed anymore. That's the trade I chose to make.
*Validated with usability testing before build
Insurance 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.
That's what let it scale to 10+ markets on one backbone instead of a rebuild each time. Fastest time to market so far is 2 weeks, once the commercial agreement is in place.
For a regulated product, that's a significant achievement.
Built to scale across markets
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Built to scale across markets *
Decide what not to build yet
Testing also turned up two smaller signals: some users seemed unsure of their annual mileage, and one participant asked for a step-by-step intro before the flow starts.
Both are reasonable asks, but we don't have data on how widespread the need is. So I didn't design fixes for either. Building for every piece of feedback is the wrong focus for limited resources we have.
What’s next
Sweden's flow converts at 2% with no proactive notification. The only people finding it today are the ones who happen to go looking. We're addressing that bottleneck, discoverability at the top of the funnel, rather than the quote flow itself.
This flow is also the backbone for offering a discount to customers who drive safely, tracked through Safety Coach. That feature hasn't shipped yet, but will soon pilot on the backbone we've built.