Optimizing the renters insurance funnel

The funnel was overhauled using a template-first model and a dual-path architecture that reduced the time-to-quote to under two minutes. By introducing value-driven landing pages and different packages, the interface streamlins the path to purchase for standard buyers while maintaining a flexible, granular configuration flow for advanced coverage requirements.

1. 01

   Upfront pathing architecture

   The application flow was decoupled into a dual-path system based on a deliberate entry configuration. I simplified the landing-page choice that funnels users into distinct streams before they encounter complex policy inputs. The express path bundles common coverage levels into_rapid-selection packages, while in the custom path adds the possibility for customization.

2. 02

   Quantitative testing & validation pipeline

   User behavior and funnel friction were continuously monitored using Maze to track drop-off coordinates and completion speed, and Dovetail to tag qualitative feedback alongside quantitative metrics. This ensured usability updates targeted verified performance bottlenecks rather than subjective design choices.

3. 03

   Design ops & decision-point handoff

   To keep funnel logic resilient during the enterprise-wide Material Design migration, I isolated every decision point and branching path into its own user flow. These were translated into modular Jira stories that documented each state, responsive screen layout, and micro-copy validation rule, letting developers implement the responsive logic step by step.