Overview
To support GM Insurance’s ambitious 2025 revenue goal, leadership prioritized increasing the number of vehicles per policy during the quote process. While 65% of policies only included one vehicle, behavioral data showed many users with multiple vehicles were toggling them on and off during quoting.
To understand this behavior, we launched a rapid feedback survey triggered when a user removed a vehicle. The goal: uncover why users removed vehicles, and determine whether there was a digital opportunity to intervene.
Goals
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Identify reasons users remove vehicles during the quote flow
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Determine if there is a UX or messaging opportunity to increase multi-vehicle quotes
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Guide product strategy with clear behavioral insights
Collaborators
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Product
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Research
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Engineering
My Role
As the lead designer, I partnered with research and product to define survey content, design the interaction, and ensure the UI was unobtrusive but actionable. I also created implementation guidelines so the survey could be toggled on/off easily once response goals were reached.
Timeline
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Survey deployed using Qualtrics in April 2025
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Designed for rapid implementation with the ability to deactivate upon saturation
Discover
Business Need
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Increasing the number of vehicles per policy was identified as a key growth lever.
Observation
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Roughly 40% of users with multiple vehicles removed at least one vehicle during the quote process, leading to a drop in potential policy value.
Define the Problem
Why are customers with multiple vehicles removing them during the quote process, and is this behavior preventable?
Develop
In-Product Rapid Feedback Survey
The team deployed a one-question survey triggered when users removed a vehicle (via toggle off interaction) during the quote flow for the first time.
Prompt: We saw that you removed a vehicle. Why aren’t you insuring all of your vehicles today? (Select all that apply)
Response Options:
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I don’t own this vehicle anymore
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I don’t think I can insure non-GM vehicles with GM Insurance
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I don’t want to switch insurers for my other vehicles
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I think it’ll be too expensive to insure all my vehicles with GM Insurance
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Other [Open text]
Survey (via Qualtrics)
Deliver
Results:
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66% → I don’t own this vehicle anymore
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22% → Other (majority echoed ownership mismatch, e.g. “not mine,” “relative’s car”)
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9% → Don’t want to switch insurers for other vehicles
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1% → I don’t think I can insure non-GM vehicles with GM Insurance
Key Insight: Most removals were due to ownership mismatch, an intentional user behavior, not a UX gap.
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Outcome: No UX changes recommended for vehicle selection. Preserved resources by avoiding unnecessary redesigns.
Next Steps:
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For the 9% reluctant to switch insurers: launch a second rapid survey to explore incentives or messaging opportunities for multi-vehicle conversion.
Reflection
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Strategic Impact: In-product research helped separate real UX issues from natural user behavior, guiding product focus toward meaningful opportunities.
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Key Learning: Sometimes the best design intervention is restraint, backed by data.
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Leadership Lens: This project demonstrated the value of lightweight, rapid research in influencing strategy at scale and keeping the team aligned with high-level revenue goals.