Liberty Mutual - Lulo

Renters Insurance

Product Brief:

Lulo is an renters insurance product that uses big data to provides renters with a quote in only three-questions.

Problem:

Getting an insurance quote takes a long time and a ton of questions.  It’s difficult to understand insurance terminology, what you are buying, and if the amount of coverage is appropriate.  What’s a deductible?

Business Goals:

  • Remove the pain points of traditionally long and clunky insurance quote process to increase conversion.
  • Target the H.E.N.R.Y. (High Earner Not Rich Yet) market segment with a Liberty Mutal sub-brand in order to compete with the rise of P2P insurance providers.
  • Test 3 question quote process; for possible use with Liberty Mutual traditional offerings.

Role:

Sole Designer
(create styleguide, flows, prototypes, proctor user testing sessions)

Process:

Here I’m making the first pass at the user flow for purchasing insurance
Low-res sketches of the “pick a coverage level” component.
Whiteboard of product challenges
Vetting the pros and cons of a coverage level component. (More details in the design exercise link below)
Group of people talking about user interviews
Vetting the pros and cons of a coverage level component. (More details in the design exercise link below)
User research room
Vetting the pros and cons of a coverage level component. (More details in the design exercise link below)

Solution:

Results

Lulo was released to three locales around the U.S.
Asking 3 questions insead of the tradition 20+ , provided a significant boost to customer CTR and conversion.  By week 3, Lulo had earned the business of over 300 customers. *

300
Number of Customers After 3 Weeks
3
Locales Reached