Mobile app / UX copy
• CHALLENGE •
“Make an online quote (for a complicated product) that’s intuitive enough that people don’t call to follow up. Empower and encourage them to drive safely. Oh, and get them to share their location data even though this is a category they don’t trust.”
Context: The HiRoad app had its work cut out for it: insurance is a low-interest, low-interaction, transactional category. Meanwhile, we were trying to introduce a new, behavior-based model, where customers would be billed based not just on traditional ZIP code or demographic data, but on how they drove. We also wanted to shift how they thought of insurance: not as adulting chore, but lifestyle brand.
Process: collaborating closely with the CMO, creative director, developers, and customer insights team, we mapped out the customer onboarding journey, whittled down the essential information, and determined the categories.
Onboarding screens with illustrations
Bill summary, driving scores, and trip log
Solution: as I wrote the screen headlines, tooltips, and coverage descriptions, I walked the tightrope of accuracy (helping customers feel informed about significant financial decisions) versus friendliness (reinforcing how the HiRoad brand stood out from the category).
Incidents & coverage tab
Summary & projected bill