Liberty car insurance

Worked with the team at iQ Content, we helped Liberty Insurance redesign their car insurance quotation flow with the primary goal to increase online conversions, and secondary to optimise the flow for the mobile channel as we saw the increasing usage of smart phone in the quotation flow.

The challenge

As we all know, the more questions users are required to answer, the harder it is for them to achieve their goal. For companies in the insurance sector, there are a certain set of information they’d need from users in-order to provide an accurate quote. The challenge for us lies in how we might deliver the best user experience for people to provide their information, whilst still satisfy the business requirement.

The old quotation flow suffers from a few classic usability problems:

Design process

Stakeholders workshop

The first thing we did was to facilitate design workshops with stakeholders, primary to challenge each form field to see if we can cut down the flow as much as possible. Once we’ve defined the reduced flow, we moved on to the interaction design process.

Design principles

To address the shortcomings on the previous flow, I’ve established the following design principles to guide the interaction design:

Protoype and iterate

Producing wireframes would be the standard deliverable in the consultancy design process. But knowing that the major challenge of this project is the user interaction with the flow, I believe delivering wireframes wouldn't have served too much value. Instead, I’ve decided to go from sketches straight into prototype using the Foundation framework (and Axure for transitional pages).

With this approach, I was able to get a first hand experience of how users will experience the flow, identify and fix possible usability problems as early as possible. In a really short amount of time, I delivered a prototype that is ready for user testing and iterate quickly based on the findings.

As a bonus, we were able to demonstrate the flow directly to our clients on their mobile devices, to let them build an empathy of what their end-users will experience.


Unfortunately, I wasn’t able to learn exactly how much it has impacted conversion flow as I was moved on to the next project while it’s in development phase. However, the project was deployed live in their website in recent years, and is now powering one of their biggest online sale funnels.

Side note: When the time came for me to purchase my own car insurance, it felt really satisfying to be able use what I’ve designed in real life scenario 😌