Improve Digital Policy Management Flows
Optimizing VIN Capture
To improve the online experience for policyholders managing their auto policies, I led initiatives to optimize the Vehicle Identification Number (VIN) entry process — a key friction point in the self-service journey. Through user-centered design, agile experimentation, and close collaboration with UX, mobile, and analytics teams, we delivered enhancements that improved conversion rates and reduced customer drop-off.
Approach:
- Partnered with UX and Quantum Metrics session replay analysis to map user pain points within the VIN input step.
- Developed and prioritized multiple solution hypotheses, including:
- Allowing users to search by Year-Make-Model (YMM) instead of requiring a VIN
- Offering photo upload of registration or VIN barcode scanning via mobile
- Simplifying manual VIN input with better field validation and guidance tips
- Allowing users to search by Year-Make-Model (YMM) instead of requiring a VIN
- Launched controlled A/B tests to measure performance of each alternative input method.
- Collaborated with engineering to ensure fast, accessible mobile-friendly entry across devices and browsers.
- Used web and mobile analytics to track engagement, drop-off, and completion KPIs after each enhancement release.
Results:
✅ Step conversion at the VIN input screen improved by 15% after YMM fallback option was introduced
✅ Customer knockout (KO) rates for vehicle changes reduced by 20%
✅ Support call volume related to VIN issues decreased, improving agent bandwidth
✅ Positive user feedback in post-transaction surveys mentioning easier vehicle addition experience
Problem
High user drop-off occurred during the VIN entry step when customers attempted to add or replace a vehicle on their policy via web and mobile platforms.
VIN entry was a major source of friction, leading to lower completion rates, abandoned updates, and an increase in service center support requests.