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The General — Cake & Arrow

I was invited to join Cake & Arrow's product team tasked with reconceiving The General's auto insurance quote experience; providing UX and UI design. The project's primary goals included improving users' comprehension of quote flow questions, decreasing drop-off, and increasing conversion. Secondary goals included strategizing the content communication and design approach of the site's homepage. Roles and output included: • Competitive analysis • User research • Wireframing • UI design • Low- and high-fidelity interactive prototypes • Design system • Client presentations • Mentoring designers. Utilizing a divergent to convergent and iterative process, and working collaboratively with our team, I created multiple user input and flow concepts for both moderated and unmoderated research and testing. From there, we were able to refine our approach based on user quote gathering habits, their preferences around entering personal info, their interest in coverage plans, and their financial context around payment options. A resultant flow strategy emerged including providing discounts early, requesting low barrier information first (i.e. a vehicle-first approach), and personalizing the experience. I was also responsible for building a design system comprised of UI components. Another round of user testing focused on usability of form elements, notifications, animations, and the flow progress/wayfinding interface.

Project Roles
Product Designer, UI Designer, UX/IA Designer
Company
Cake & Arrow
Skills
Comparative Analysis, Conceptual, Content Strategy, Design, Design Strategy, Digital, Experience Design, Human-Centered Design, Information Architecture, Interaction, Low / High Fidelity Prototyping, Mobile, Principle App, Sketch, Usability Testing, User Research
Media
Interaction Designs, Product Designs, Products - Digital, Prototypes, UI Design, User Flows, UX Designs
Project Industries
Automotive
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow
The General — Cake & Arrow