Making Root’s core value proposition clear
We helped customers understand that Root’s prices are based on real driving behavior.
Business problem
Customers didn’t understand that Root provided insurance based on real driving behavior, which led to drop-off rates in the onboarding flow.
Role
Content designer & UX writer
Company
root.com↗
Customer problem
Customers were confused when they had to complete Root’s “Test Drive” evaluation.
Result
235 additional new monthly policies; $2.2M annual revenue
Product initiative
An interactive experience that primed customers for Root’s Test Drive.
Background
Many customers didn’t know that Root is a driving-based insurance company and that a Test Drive is necessary. When customers understood Root's product experience, they tended to convert at higher rates.
Approach
To test whether we could improve conversion by educating customers, we introduced an interactive, engaging experience in the onboarding flow. We asked customers how they would describe their own driving behavior, then showed how those good habits could result in better insurance rates.
Brainstorming the feature idea
Low fidelity sketches
Icon inspiration
Vocabulary word cloud
Web experience GIF
Interactive flow in iPhone view
Main responsibilities & highlights
🧠 Feature ideation & development
Partnered with product management to build this feature
Developed with the concept and created the initial wireframes
👩🏻💻 Content design & UX writing
Selected the adjectives we showed users
Created a survey that we sent to customers then narrowed down the words that customers used most to describe their own driving behavior