How simple UI changes increased start to cart conversion from 59% to 64%
Background
70% of revenue is driven by Stride's health insurance shopping funnel during the months of December and January.
Problem
Stride's health insurance shopping funnel UI needed an upgrade to stay competitive.
In order to reach our aggressive goals and after reviewing our competitor sites, we decided it was important to invest resources to address some deficits in the visual design.
The Impact
Early data shows an increase in overall conversion change from 59% to 64%
The updated UI launched in July 2024 and while we are actively collecting data on impact, early signals are positive, and the bosses were enthusiastic, too.
Stride helps 1099 workers navigate the complexities of being independent, providing software tools for finding the right health, dental, and vision insurance plans, for tracking finances, and planning for taxes.
In Spring 2024, we needed to bring our health insurance shopping funnel up to par visually. We needed to move quickly as we had limited amount of time. I partnered with my team to identify low-effort changes that offer high-reward impacts to the UI. After 1 month of signal, overall conversion has increased from 59% to 64%.
My Role
Senior Product Designer, Competitive Analysis, UX/UI Design, Prototyping, Requirement Writing
Team
Product Design Lead (me), PM, CPTO, Engineers
Timeframe
2 weeks
Discovery
In one day, I gathered UI issues into cards, met with my team, and sorted them according to engineering feasibility.
We organized tickets into phases, phase 1 being the lightest lift issues that we could build quickly. Issues that required more time or had external team dependencies were placed into phases 2 and 3 for later consideration.
Exploration & Solution
I designed options for general scaffolding that showcased brand and added color...
Options good and bad to share with the team:
...then went heads down churning out the rest of the flow and addressing the remaining phase 1 issues.
At the end of a hectic 2 weeks, we had a final, signed-off design.
I then broke the work into tickets and documented the design requirements.