Growing Auto Insurer

Heuristic Analysis Increases Conversion Opportunities for Price Quoting Platform.




A rising auto insurance provider needed help attracting and converting prospective customers using their online price quoting platform, a key lead-generating component of their website.

After discovering that the site suffered from high abandonment rates, the insurer engaged Celerity for a high-return heuristic analysis to determine usability problems and gather recommendations for a more intuitive and engaging web experience.

While the client wanted expert recommendations for their quoting platform, the guidance would be subject to legal, technical, and strategy restrictions that would enable a customized user journey and increase conversions.



Celerity provided a fresh perspective on the price quoting platform, which was the first step toward enhancing the overall digital experience. Through an immersive analysis of the platform, Celerity created a heuristic, best practice document to detail the results of its visual design and user experience assessments with a hierarchy of problems, areas to improve, and recommended solution paths. Recommendations were informed by observing users completing the quoting process as prospective buyers across multiple devices.



The heuristic analysis and performance assessment document exposed potential obstacles and improvement guidelines for the price quoting submittal process. The client proceeded to apply the recommendations with a clear set of usability measures to best fit the needs of the quoting process.



  • Selection and customization of testing heuristics and performance standards, tailored to the desired customer experience
  • Analysis of user flows in authentic testing environments, providing insight to the usability of the site across devices
  • Experience recommendations in compliance with legal, technical, and strategy restrictions

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