Company
Colonial Surety
Role
UX/UI Design
YEAR
2024
I improved the online purchase experience so people could get a quote and move forward more easily. The biggest change was removing the “create an account first” step, because many users were leaving before seeing the price. Instead, users can get a quote first, and then choose to sign up closer to checkout in a more neutral way.
When a website asks users to create an account too early, it can feel like a commitment. Many people just want to check the price first. That early barrier was causing unnecessary drop-off.
· Changed the flow so users can get a quote before signing up
· Updated common UI pieces used across the application (form fields, error messages, step-by-step navigation)
· Kept everything consistent across pages and shared clear notes with developers so it could be built correctly
The updated flow made it easier for users to continue through the purchase process, and the more consistent UI system made future updates faster and smoother for the team.
