Overview
At General Motors Insurance, we identified a key drop-off point in the sales flow: the 6-month summary screen. Nearly 40% of users clicked “Save & Return Later” at this step, and only a small fraction ever returned to purchase.
In collaboration with product, research, and engineering, I designed and tested a simple but timely urgency message aimed at nudging hesitant users to complete their purchase rather than defer.
Goals
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Increase digital policy conversion rate on the 6-month summary screen
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Address hesitation at the “Save & Return Later” moment with a motivational nudge
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Support our broader 2027 business goal of 250,000 policies sold
Collaborators
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Product
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Research
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Engineering
My Role
As lead product designer, I crafted the messaging component, integrated it into the flow within our design system, partnered with research on tone, and worked with product and engineering to deliver an A/B test in LaunchDarkly.
Timeline
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Test launched: January 2025
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Run time: 3–4 weeks
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Measurement platform: LaunchDarkly (50/50 traffic split)
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Applied variant to 100% of audience in March 2025
The Challenge
Business Need
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Nearly 39.6% of users clicked “Save & Return Later” at Rate Quote 2, but only 5.4% of them returned to buy, compared to a 25% conversion rate among those who didn’t click it. This was a critical moment of lost momentum and revenue.
User Need
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At this stage, users are evaluating cost and often hesitate without a clear reason to commit. They needed a gentle nudge to move forward.
Problem to Solve
How might we nudge users toward completing their purchase, rather than deferring, at the moment they’re most likely to abandon?
Discover & Define
Discover
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Funnel analysis identified “Save & Return Later” as a key driver of drop-off.
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Research revealed users were open to time-sensitive nudges if framed clearly and empathetically.
Define
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Opportunity: Convert hesitation into action by reframing commitment as easy and low-risk.
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Success metric: Increase conversion rate at Rate Quote 2.
Opportunity Solution Tree
A visual is a tool that supports product discovery by illustrating the path from the desired outcome to validating solutions
Develop & Deliver
Develop
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Designed an urgency message to appear after a user clicked “Save & Return Later,” but before the exit survey:
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“This is a limited-time offer. You can secure your rate today with your first payment on a new policy.”
Messaging goals:
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Highlight time sensitivity.
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Emphasize actionability (“secure your rate today”).
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Reassure users they didn’t need to pay in full upfront.
Deliver
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A/B tested in LaunchDarkly:
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Control: Standard flow (no urgency message).
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Variant: Urgency message before exit survey.
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Test setup: 50/50 split, January 2025 run for 3–4 weeks.
High-Fidelity Instant Quote Flow
Results
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+3 percentage point lift in conversion rate for the variant vs. control (statistically significant).
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Since full launch in March 2025, ~5% of users who see the urgency message purchase a policy.
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Validated the hypothesis: a small, well-timed message can meaningfully influence user decisions.
Reflection & Next Steps
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Key Learning: Users respond positively to nudges when they are timely, actionable, and reassuring — not aggressive.
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Strategic Impact: Demonstrated that micro-interventions can directly improve conversion rates without requiring major redesigns.
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Design Growth: Learned how to balance urgency messaging with trust and tone, ensuring alignment with brand voice.
Next Steps
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Expand motivational messaging to other high-drop-off points in the funnel.
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Explore personalization (e.g., tailoring urgency to user context like expiring policies).
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Test alternative nudge formats (e.g., highlighting savings, providing reassurance about switching carriers).