CarrierHQ-a commercial trucking insurance startup
UX/UI Designer
sole ux/ui designer
Company
carrierhq.com
Duration
2022-present
My Role
UX/UI Designer
Role Responsibilities
Enhance the UX of the insurance web application in addition to marketing (content creation for ads and blogs)
Tools
Figma, Lucky Orange, Click-Up, Lucid Chart, Google Analytics, Canva
//about carrierhq
CarrierHQ started a small fleet advantage program (SFA) meaning it catered to small trucking companies with 5-10 trucks. CHQ was the only program that could offer an online application where you could receive a quote and bind within 24-48 hours. This is unheard of in the commercial trucking industry. CarrierHQ was disrupting the incur-tech world and started offering a one-stop-shop for trucking authorities. This included multi-quoting for insurance, factoring, telematic, and equipment. You learn more here.
//roles & responsibilities overview
• Enhanced ux and ui, resulting in a 43% increase in policies bound compared to previous historical average
•Creating wireframes, storyboards, user journeys, and screen flows.
•Analyzing user feedback and activity to support design decisions
•Content creation for FB ads, social media, and blog writing
•Implemented SEO strategies that improved website ranking from page 10 to page 1, resulting in increased traffic and user engagement
the web application
an overview of a few different projects I was tasked with as the UX & UI designer
//the opportunities
high abandonment rate on page 1 of our application (the qualification page)
decrease abandonment
needing more bound insurance policies
education on insurance terminology
why CarrierHQ compared to other providers?
//the overall goals
decrease form abandonment
increase bound policies
//foundational work
I started with the basics- user journey map, personas, and preliminary research into form abandonment
user journey
Coming into an application that was already designed, I was tasked with creating a user journey map. Our team wanted to identify major pain points and actions users are feeling and taking. We also wanted to see where our users are entering information vs comparing vs making a decision in the application to better breakup information and touch on their emotions. One of our biggest takeaways was lack of information and education about the insurance world.
personas
When I came to CarrierHQ I wanted to understand exactly who I was designing for. I offered to create personas to share within our team and stakeholders. Since I was and still am fairly new to insurance, I wanted to make sure I understood our users as best as I could.
preliminary findings
//solution(s)
focus on education of insurance
added tooltips
establish credibility
increase value props
less friction on page 1 of the application
reduction of fields
consistent and fluid design
qualify- page 1 of the application
basic information
equipment page
driver information
heatmap-lucky orange
many of my design decisions were influenced by watching users on lucky orange and observing different heat maps. Here is an example of the quote page
quote page/review
//outcomes
Enhanced UX and UI, resulting in a 43% increase in policies bound compared to previous historical average
increased conversion of number of qualification to quotes by 11%
digital marketing
as our team and company started going through changes, I was asked to join the marketing team. With my digital marketing experience I jumped at the opportunity and aided in a website redesign, fb ad concept design, content creation including captions and blog writing, and more.
//website before
This original CHQ website was created by another digital marketing team. Once, our internal team was handed the responsibility for all the marketing, it was decided we needed a website that better represented us and our new direction.
I’ll focus on the 2 most important pages: home and insurance
tap to view
home page
insurance page
//website after
I wanted to establish credibility, trust, and obvious CTA’s throughout the new CHQ website. I also wanted to modernize it to show that credibility. The main mission for CHQ is to become an insurance-tech company and we wanted to make sure our language and imagery matched with that. You’ll see the homepage and insurance pages annotated below.
home page
insurance page
//finished website
You can view the live website here.
//campaigns
here are some FB ad campaigns that I helped design along with their stats
75k views
45.8k views
//email marketing
I created an email template that we could use for current and potential clients. It includes our blogs, CHQ updates, and a value prop. We have had a huge success and click through rates because of these weekly emails.
//assets
here are a few other design ideas I put together for socials and ad campaigns
an ad for a recent geofence we set up
potential future ad
our most recent tiktok with 996 views and 221 likes
6k views
//outcomes
440% more applications dollar for dollar (vs previously used marketing firm)
252% more quotes dollar for dollar