My Role
User Interface
User Experience Designer
Skills
Visual Design
Interaction Design
Prototyping
Timeline
3 weeks
Project Overview
What is Sola Insurance?
Sola Insurance provides wind and hail coverage for homeowners whose properties have experienced significant storm damage. By leveraging modern data from the National Weather Service to track and validate severe weather events, Sola is redefining how homeowners insurance works—earning recognition as the “Insurance of the Future.” As we build a modern insurance company, our branding and product design should reflect that same innovation, clarity, and trust.
The Challenge?
Redesign and optimize the quoting and binding flow to increase user conversion.
Encouraging more users to create and bind quotes
Modernizing the experience, strengthening alignment with Sola’s brand guidelines
Improving clarity, usability, and overall efficiency throughout the process
Research/Analysis
Current Flow
When walking through the site as an agent or homeowner, the “Get a Quote” button leads to a text-heavy, uninviting page with small font and overwhelming information.
The form asks users for information that:
Is too personal off the bat
Confusing terms with little explanation
Data Analysis
PostHog data was reviewed to assess key KPIs and understand current website performance.
In the past 90 days:
5,800 users clicked the “New Quote” button
Of those, only 1,496 created a quote
1,116 submitted it
So, roughly only 25% of users who click the quote page ultimately bind a quote.
Market Research/Competitive Analysis
I conducted market research on other insurance companies to understand what strategies they use to improve conversion.
Neptune Flood Insurance
Next Insurance
Steadily Insurance
User Interviews
I spoke with four of our appointed independent insurance agents.
(4) agreed that getting a quote is generally easy
(2) noted that being taken immediately to a full form felt abrupt, making them lose interest in wanting to continue the process
Final Analysis: Narrowed Painpoints:
Design Principles
Defining Core Principles to Create Ease and Encourage Use
The Solution
A New User Flow
Updated User Flow: The purpose of the new user flow is to give users comfortability and reducing friction when getting a quote.
Tracking when completing: Users feel safe and understand more when there is transparency. Having a progress function allows for the user to see their progress in getting a quote.
Modernizing the look: Redesigning the user interface to match industry standards and trends with what is considered minimal and modern.
