Adaptive Insurance Onboarding: One System, Three Personalized Flows
Reduced insurance onboarding from 15 minutes to 90 seconds by designing an adaptive classification system that personalizes the experience based on existing data. Creating three distinct user journeys that eliminate 95% of redundant form fields.
Overview
Everyday Life Insurance partners with lead generation sites to help families find affordable coverage. I identified that the handoff from partner sites was killing conversion.
The core insight: respect user time investment. I created a classification algorithm that adapts the landing experience based on data completeness, eliminating 95% of redundant fields and reducing friction at the most critical conversion moment.
The Problem
Users who spent 15 minutes completing forms on partner sites (insure.com) arrived at Everyday Life Insurance only to face a completely blank landing page, forcing them to re-enter everything. Conversion dropped from 45% to 18% at this handoff point.
The Solution
I designed an adaptive classification system that detects incoming data completeness and personalizes the onboarding flow. Creating three distinct journeys ranging from a 90-second VIP experience (95%+ data) to a guided 6-8 minute journey (minimal data).
Key Decisions
