Overview
To support GM Insurance’s ambitious goal of 5x auto policy sales by the end of 2025, we launched a promotional sweepstakes offering users the chance to win a new car or a $100 gift card simply for getting an insurance quote.
The initiative was designed to address a key barrier: many drivers aren’t actively thinking about auto insurance. By pairing quoting with the excitement of a sweepstakes, we created an immediate reason to enter the flow.
Goals
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Support the business outcome: 5x increase in auto insurance policy sales by the end of 2025.
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Achieve the product outcome: show a quoted price to 700K GM drivers.
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Address the user opportunity: “I’m not thinking about auto insurance right now.”
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Test whether pairing a quote with a sweepstakes entry incentive increases quote starts, completions, and conversions.
Collaborators
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Product: Defined business requirements and KPIs.
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Marketing: Owned campaign strategy and email outreach.
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Engineering: Implemented opt-in patterns and enrollment logic.
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Legal/Compliance: Reviewed copy and sweepstakes eligibility rules.
My Role
As lead product designer, I translated a text-based content outline into a promotional landing page, designed the sweepstakes opt-in pattern, and ensured users could easily manage their enrollment via a toggle.
Timeline
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Content Outline Provided: July 2025
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Design & Pattern Development: July–August 2025
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Sweepstakes Launch: August 12, 2025
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Campaign End: September 12, 2025
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Results Analyzed: Post-campaign, September 2025
The Challenge
Business Need
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Dramatically grow the quoting funnel and increase policy sales across participating states.
User Need
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Provide an external motivator to get a quote, even for users not currently shopping for insurance.
Problem to Solve
How might we incentivize drivers to request a quote, even if
auto insurance isn’t top of mind?
Discover & Define
Discover
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Target GM drivers in Arizona, Georgia, and Alabama, which are states identified as having the most growth opportunity.
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Barrier identified: low intent from users not actively considering insurance.
Define
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Opportunity: increase quote participation by connecting it to an engaging sweepstakes.
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Success metrics: Increase quote complete rate and conversions
Opportunity Solution Tree
A visual is a tool that supports product discovery by illustrating the path from the desired outcome to validating solutions
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Develop & Deliver
Develop
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Landing Page: Designed for email campaign recipients.
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Opt-In Pattern: For organic quote flow users in participating states, created an unobtrusive banner with opt-in toggle.
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Enrollment Management: Provided option to unenroll at any time.
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Design Principles: clarity, trust, compliance, and seamless integration with design system.
Deliver
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Sweepstakes launched August 12, 2025 and ended September 12, 2025.
Distribution channels:
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Promotional emails sent to GM drivers in AZ, GA, AL.
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Organic quote flow users in those states saw in-flow opt-in banner only.
Landing page and opt-in
Results
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Quote start rate: More than 100% increase in each participating state.
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Quote completion rate: Increased by 50%+.
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Conversions: Improved by 10% across all participating states.
Reflection & Next Steps
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Key Learning: Behavioral nudges like sweepstakes can overcome low intent by reframing quoting as exciting and rewarding.
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Strategic Impact: Showed how integrating marketing incentives with product design can directly improve sales outcomes.
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Design Growth: Balanced trust, compliance, and usability while creating a seamless opt-in experience.
Next Steps
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Evaluate whether to scale sweepstakes to additional states where GM Insurance is available.
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Test incentive types (large prize vs. guaranteed smaller rewards).
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Analyze long-term retention of sweepstakes-acquired customers compared to standard acquisition.