Project details
GEICO
15 Second Quote Flow Design
The Problem
People shopping for insurance want a price fast. The existing quote flow asked too many questions before showing any estimate, causing many users to drop off before finishing.
Goal
Get users to a meaningful quote estimate in 15 seconds or less while keeping the experience accurate and trustworthy.
My Role
Lead Product Designer. I owned the end-to-end UX for the new quote flow, from concept through testing.
Approach
We saw an opportunity to speed up the experience using data GEICO could already access.
• Pulling basic customer data from public records (where allowed)
• Enabling driver’s license scanning to reduce manual entry
• Showing an early price estimate to keep users engaged
• Moving lower-value questions later in the flow
The key challenge was balancing speed, accuracy, and user trust.
Key Constraints
Early research surfaced several realities:
• A full quote normally requires significant user input
• Public data could only partially prefill the experience
• License scanning worked well for core identity fields
• Final discounts could only be calculated later in the flow
This meant the first price shown needed careful positioning.
Initial Research
• GEICO cannot deliver a full quote in under a few minutes due to required personal, driver, vehicle, and discount questions
• Existing technology could retrieve limited personal data from public records
• Driver’s license scanning could capture name, address, and birthdate across all states
• Discount accuracy improves only after the full quote flow is completed
The Solution
I designed a progressive quote flow that delivers a fast estimate first, then collects the remaining details.
• Users see a pre-quote estimate much earlier
• License scan can auto-fill key identity fields
• Initial step requires only:
• Name
• Address
• Date of birth
• Driver, vehicle, and discount details are collected later
This reduced upfront friction without sacrificing quote quality.
What We Achieved
Using prefill and scanning technology, we enabled a fast “pre-quote” that gives users a realistic ballpark estimate.
If users scan their driver’s license, they only need to enter their email to receive the initial quote.
After viewing the estimate, users continue through the remaining driver, vehicle, discount, and regulatory questions to receive their final quote.
Test Results
Users were able to obtain an initial quote in an average of 17 seconds. No major usability issues were identified, and qualitative feedback showed strong positive response to the speed of the experience.
UX Friction Points
We identified several risks early:
• Users may hesitate to scan their license without clear trust signals
• Automatic data retrieval could feel intrusive to some users
• Price changes later in the flow could be perceived as “bait and switch”
• Users often want to edit coverage immediately after seeing the estimate
Business Results
50% of customers in Massachusetts and Vermont were launched into the new 15-Second Quote experience.
• Organic traffic: +16.7 percentage points quote completion
• Marketing campaign traffic: +2.5 percentage points quote completion
Conclusion
The initiative demonstrated that GEICO could significantly reduce time-to-quote without introducing new platform costs. The work was presented across the IT organization and later referenced by CEO Todd Combs in a company-wide memo as part of GEICO’s push toward more efficient, user-friendly digital experiences.
