Project details
GEICO
Sales Flow Redesign
This project was initiated through a design sprint focused on improving the GEICO sales experience and increasing quote completions and purchases.
The Problem
The existing sales flow had become outdated and difficult to navigate. Users were required to move through multiple disconnected experiences, creating confusion and unnecessary friction.
Goal
Modernize the end-to-end sales experience to improve usability, increase quote completion, and drive more product purchases.
My Role
Lead Product Designer. I drove the UX redesign from early concept through validation in close partnership with product, engineering, and research.
Approach
We conducted a full evaluation of the current journey and identified key opportunities to simplify and modernize the experience.
• Audited the existing multi-flow sales experience
• Reviewed competitor and emerging insurtech patterns
• Identified major friction and drop-off points
• Prioritized improvements with the highest business impact
The focus was to create a more unified, guided experience that reduced cognitive load.
Key Constraints
Discovery surfaced several important realities:
• Insurance products lived in separate legacy flows
• Regulatory requirements limited how much could be streamlined
• The experience needed to support both new and returning users
• Changes had to integrate with existing backend systems
These constraints required careful simplification without breaking core business rules.
Initial Research
We analyzed competitor experiences and newer insurtech platforms to understand modern user expectations.
• Reviewed major insurance competitor quote flows
• Studied newer disruptors for interaction patterns
• Identified opportunities to reduce steps and visual noise
• Validated preference for a more guided experience
The Solution
I designed a unified, modern sales flow that simplifies navigation and reduces friction across the experience.
• Introduced a cleaner step-based progression model
• Reduced visual clutter and cognitive overload
• Simplified product comparison and selection
• Enabled users to add products to a single “cart” experience
This created a clearer path from quote to purchase.
What We Achieved
The redesigned experience significantly improved clarity and ease of use.
• Users can now add insurance products to a unified cart
• The flow is cleaner and easier to understand
• Created new upsell and cross-sell opportunities
• Improved accessibility and overall usability
• Strengthened professional and trust signals
Test Results
Usability testing showed users moved through the experience faster and with less confusion. Participants consistently described the new flow as easier to navigate and more modern.
Business Results
The redesign was tested in a controlled rollout across multiple states.
• Achieved an 18.2% lift in quote completion rate
• Increased cross-sell and upsell opportunities
• Reduced long-term maintenance complexity
In addition to the lift, the new flow is easier to manage, enabling lower upkeep costs and better asset allocation.
Conclusion
This work demonstrated that GEICO’s sales experience could be significantly simplified without requiring new platform investments. The redesign was well received by senior leadership, including CEO Todd Combs, and helped advance GEICO’s push toward a more modern, user-centered digital experience.
The organization is continuing rollout planning for broader adoption.
