Persuasive UX and storytelling

Project:

Persuasive UX and storytelling.

The business requested the inclusion of additional personal data collection via a web app during the quote process for sales and marketing follow-up. However, Google Analytics revealed an 18% dropout rate as users were deterred by the extra data requests.

Mission objectives:

Increase quote completion rate:
Explore ways to keep users engaged in the quote process to drive completion despite requests for personal details.

Personalised health plan:
Create the illusion of a personalised health plan, whilst maintaining the core engineering quote logic.

Storytelling to drive conversion

Storyboarded quote experience designed to encourage users to complete the process.

Interactive prototypes featured quote journeys, including a trip to the funfair and a safari adventure, alongside the standard flow.

Progressive disclosure

By presenting one task at a time, cognitive load is reduced.

Playful animations and moments of delight use gamification and positive reinforcement to keep users engaged, simplifying the process and encouraging continued interaction.

Making the user feel good about their progress

Designed, tested and iterated multiple prototype variations

The health plan product level shows summarised benefits (desktop version) with a personalised feel (re-ordered list), adhering to legal restrictions on recommending health products. The smiling image builds trust and approachability through emotional design, in relation to clinical guidelines.

The summarised results give users a clear product overview and an option to compare all levels and benefits.

Results

Gamification, positive reinforcement, curiosity and a touch of compliance helped boost completion.

The final designs transformed a routine quote task into a more enjoyable and engaging process.

Early testing revealed that some users still hesitated to share excessive personal details early in the process, fearing unwanted follow-ups.

However, further testing revealed the need for compliance text, which was quickly added and user confidence was boosted further.

12%

increase in test quote completions.

20%

of users loved the animated icons so much that they wanted to try other quote journeys, leading to their inclusion in future product versions and onboarding experiences.

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