Quote Tool Optimisation

Quote Tool Optimisation

Quote Tool Optimisation

Led improvements of the quoting tool to reduce drop-offs, increase transparency, and improve re-engagement

UX design

Audit & analysis

Strategy

Marketing

Re-engagement

22%

Increase in platform engagement rate

4

from 2.4 in Trustpilot reviews

33%

Increase in customer retention rate

Company

Resooma

Role

Designer

Design team

Just me

Year

2024

The problem

Drop-Offs Were a Symptom, Not the Root Cause

Users weren’t abandoning the process - they were pausing, but lacked a way to return, leading to lost conversions. Limited data transparency further eroded trust. The focus shifted from reducing drop-offs to improving re-engagement and transparency, ultimately building users’ trust in the brand

The Solution

Making Re-engagement Effortless for Users

Redesigned the quote journey to be more intuitive and transparent, ensuring users could easily resume and complete their quote. By focusing on re-engagement, data clarity, and building trust, we made it easier for users to pick up where they left off and confidently finish their quote

The problem

Drop-Offs Were a Symptom, Not the Root Cause

Users weren’t abandoning the process - they were pausing, but lacked a way to return, leading to lost conversions. Limited data transparency further eroded trust. The focus shifted from reducing drop-offs to improving re-engagement and transparency, ultimately building users’ trust in the brand

The Solution

Making Re-engagement Effortless for Users

Redesigned the quote journey to be more intuitive and transparent, ensuring users could easily resume and complete their quote. By focusing on re-engagement, data clarity, and building trust, we made it easier for users to pick up where they left off and confidently finish their quote

Business goal

Drive higher lead conversion by optimising the quote journey to reduce friction, re-engage users, and improve transparency

Helping users complete quotes effortlessly with less friction and more transparent

Helping users complete quotes effortlessly with less friction and more transparent

Helping users complete quotes effortlessly with less friction and more transparent

From Mobile through to desktop

From Mobile through to desktop

From Mobile through to desktop

The Design Journey

The Design Journey

The Design Journey

The Three-Phase Approach to Reducing Drop-Offs

The Three-Phase Approach to Reducing Drop-Offs

The Three-Phase Approach to Reducing Drop-Offs

To address drop-offs effectively, the solution focused on three key areas impacting user confidence and lead generation

Re-engagement

Streamlined save-and-return and re-engagement nudges helped users resume quotes

Data visibility

Clearer service breakdowns and pricing reduced hesitation, making decisions easier

Building trust

A clearer onboarding flow gave housemates a strong welcome, boosting confidence

Informing Design Through Persona Insights

Informing Design Through Persona Insights

Informing Design Through Persona Insights

The personas were developed through collaboration with customer service, based on real user insights

The personas were developed through collaboration with customer service, based on real user insights

This is a snapshot of a broader range of personas that helped identify key pain points and inform design strategy

This is a snapshot of a broader range of personas that helped identify key pain points and inform design strategy

Noah

The Skeptic

Age

23

Occupation

Student

Pain points

Distrust of hidden fees and unclear information

Solutions

Simplified the quote process with clear, detailed information about tariffs and utilities to build transparency and trust

Noah

The Skeptic

Age

23

Occupation

Student

Pain points

Distrust of hidden fees and unclear information

Solutions

Simplified the quote process with clear, detailed information about tariffs and utilities to build transparency and trust

Noah

The Skeptic

Age

23

Occupation

Student

Pain points

Distrust of hidden fees and unclear information

Solutions

Simplified the quote process with clear, detailed information about tariffs and utilities to build transparency and trust

Elena

The Worrier

Age:

20

Occupation

Student

Pain points

Worries about managing bills and needs reassurance during sign-up

Solutions

Provided step-by-step onboarding with clear instructions to guide Elena through the process

Elena

The Worrier

Age:

20

Occupation

Student

Pain points

Worries about managing bills and needs reassurance during sign-up

Solutions

Provided step-by-step onboarding with clear instructions to guide Elena through the process

Elena

The Worrier

Age:

20

Occupation

Student

Pain points

Worries about managing bills and needs reassurance during sign-up

Solutions

Provided step-by-step onboarding with clear instructions to guide Elena through the process

Alex

Hesitant Shopper

Age

26

Occupation

Store Manager

Pain points

Interested but distracted by a busy schedule, needing motivation to return

Solutions

Implemented re-engagement pathways to encourage them to come back and complete the sign-up process

Alex

Hesitant Shopper

Age

26

Occupation

Store Manager

Pain points

Interested but distracted by a busy schedule, needing motivation to return

Solutions

Implemented re-engagement pathways to encourage them to come back and complete the sign-up process

Alex

Hesitant Shopper

Age

26

Occupation

Store Manager

Pain points

Interested but distracted by a busy schedule, needing motivation to return

Solutions

Implemented re-engagement pathways to encourage them to come back and complete the sign-up process

These insights played a crucial role in shaping a tool that is both intuitive and supportive

Re-engagement

Lead Tenants Weren’t Leaving, They Just Needed Time

Lead Tenants Weren’t Leaving, They Just Needed Time

Lead Tenants Weren’t Leaving, They Just Needed Time

Funnel analysis

Funnel analysis

Funnel analysis

Step 1

Quote tenancy

Visitors

100.00%

Dropoff

28.67%

Step 2

Quote user details

Visitors

71.33%

Dropoff

5.86%

Step 3

Quote Select services

Visitors

67.15%

Dropoff

83.61%

Step 4

Quote invite

Visitors

11.01%

Dropoff

66.70%

Step 4

Quote summary

Visitors

3.67%

Dropoff

6.89%

Step 4

Quote complete

Conversation rate

3.41%

A major drop-off occurred after users selected services, indicating hesitation rather than abandonment. This highlighted an opportunity to focus on making it easier for users to pick up where they left off

Exit Survey Insight

Exit Survey Insight

Exit Survey Insight

65%

65%

of users left to consult with others before committing

An exit-intent survey highlighted a natural decision-making period within the customer journey

Key insight

Many users paused their journey instead of abandoning. The challenge was ensuring they could return easily and continue their quote

Takeaway

The opportunity was in making re-engagement seamless, allowing users to return easily and pick up where they left off

Lead tenants needed a better way to continue where they left off

Lead tenants needed a better way to continue where they left off

Lead tenants needed a better way to continue where they left off

Original User Flow

Starts quote

User assigned to cold lead emails

Competes quote?

View package

Returns to quote?

Original User Flow

Starts quote

User assigned to cold lead emails

Competes quote?

View package

Returns to quote?

Original User Flow

Starts quote

User assigned to cold lead emails

Competes quote?

View package

Returns to quote?

The solution

The solution

The solution

The updated flow provided users with an easy way to seamlessly pick up their journey seamlessly, guiding users back to their quote, whether through returning to the quoting tool or viewing saved quotes in the dashboard

The updated flow provided users with an easy way to seamlessly pick up their journey seamlessly, guiding users back to their quote, whether through returning to the quoting tool or viewing saved quotes in the dashboard

The updated flow provided users with an easy way to seamlessly pick up their journey seamlessly, guiding users back to their quote, whether through returning to the quoting tool or viewing saved quotes in the dashboard

Updated User Flow

Starts quote

Competes quote?

Goes to quoting tool?

View quotes in dash

Starts new quote?

Continues quote?

User assigned to cold lead emails

View package

Visits site again

Updated User Flow

Starts quote

Competes quote?

Goes to quoting tool?

View quotes in dash

Starts new quote?

Continues quote?

User assigned to cold lead emails

View package

Visits site again

Updated User Flow

Starts quote

Competes quote?

Goes to quoting tool?

View quotes in dash

Starts new quote?

Continues quote?

User assigned to cold lead emails

View package

Visits site again

Creating a seamless re-engagement experience

Creating a seamless re-engagement experience

Creating a seamless re-engagement experience

Simplifying Returns

Simplifying Returns

Simplifying Returns

Seamlessly return to quotes from the dashboard

Creating Urgency

Creating Urgency

Creating Urgency

Prompting faster decisions with time-limited quotes

Empowering Choice

Empowering Choice

Empowering Choice

Easily choose between different quotes

Boosting Engagement

Boosting Engagement

Boosting Engagement

Improved dashboard engagement

Expanding Re-Engagement Strategies Through Marketing Emails

Expanding Re-Engagement Strategies Through Marketing Emails

Expanding Re-Engagement Strategies Through Marketing Emails

Leveraging marketing emails to drive user re-engagement and streamline the overall user journey

Transforming a Supplier Portal into a Seamless Native Dashboard

Transforming a Supplier Portal into a Seamless Native Dashboard

Transforming a Supplier Portal into a Seamless Native Dashboard

Improving usability, reducing friction, and enhancing clarity

Property Details

Before: Users Faced Friction & Unclear Inputs

Misplaced -> relates more to user attributes

Users required to press a "Find address" button instead of auto-suggestions

Too many steps for tenant selection


After: Enhanced Transparency

Simplifying Property Entry for a Faster Quote

Removed restrictive inputs and unnecessary steps, making it easier for users to enter details and get a quote faster

Improvements

Usability

Users can type or manually enter their address for more control

Tenant selection is streamlined, reducing extra taps

Efficiency

Unnecessary fields removed, minimising friction

Improving Service Transparency

Added clear service descriptions and improved button visibility, ensuring users have all the information needed for a transparent and seamless quote experience

Improvements

Usability

Simplified selection process minimises decision fatigue 

Quote now updates in real-time as changes are made, providing instant feedback

Clarity & Transparency

Clear service descriptions provided for each utility

Added "info" icons offer more details, providing better context for users

Streamlined Housemate Invitation Process

Restructured the housemate invitation to improve clarity and reduce cognitive load, making it easier for users to add housemates and move forward with the quote process

Improvements

Usability

Housemates displayed with clear visual indicators showing which ones have been added

Option to share the quote directly with housemates, enhancing convenience

Simplifying Property Entry for a Faster Quote

Removed restrictive inputs and unnecessary steps, making it easier for users to enter details and get a quote faster

Before: Users Faced Friction & Unclear Inputs

Misplaced -> relates more to user attributes

Users required to press a "Find address" button instead of auto-suggestions

Too many steps for tenant selection

Improvements

Usability

Users can type or manually enter their address for more control

Tenant selection is streamlined, reducing extra taps

Efficiency

Unnecessary fields removed, minimising friction

After: A Smoother, More Flexible Input Process

Improving Service Transparency

Added clear service descriptions and improved button visibility, ensuring users have all the information needed for a transparent and seamless quote experience

Before: Lack of Transparency & Clarity

No Service Descriptions

Button is not prominent and non-interactive

Improvements

Usability

Simplified selection process minimises decision fatigue 

Quote now updates in real-time as changes are made, providing instant feedback

Clarity & Transparency

Clear service descriptions provided for each utility

Added "info" icons offer more details, providing better context for users

After: Enhanced Transparency

Streamlined Housemate Invitation Process

Restructured the housemate invitation to improve clarity and reduce cognitive load, making it easier for users to add housemates and move forward with the quote process

Before: Distraction caused by unclear structure

Blocker if customer doesn’t know email or phone number

Improvements

Usability

Housemates displayed with clear visual indicators showing which ones have been added

Option to share the quote directly with housemates, enhancing convenience

After: Hierarchy Now Leads Users Straight to Action

Building Trust

Leaving a good first impression with invited housemates

Leaving a good first impression with invited housemates

Leaving a good first impression with invited housemates

Identified an opportunity to create a positive experience for housemates who are invited to the package

Original user flow

Clicks ‘Join

package’ in email

Add personal details

Add payment details

Successfully joined

Original user flow

Clicks ‘Join

package’ in email

Add personal details

Add payment details

Successfully joined

Original user flow

Clicks ‘Join

package’ in email

Add personal details

Add payment details

Successfully joined

The insight

The original flow caused friction with manual entry. Pre-populating data where possible and adding an invitation screen streamlined the process and helped build brand trust

The insight

The original flow caused friction with manual entry. Pre-populating data where possible and adding an invitation screen streamlined the process and helped build brand trust

The insight

The original flow caused friction with manual entry. Pre-populating data where possible and adding an invitation screen streamlined the process and helped build brand trust

Updated user flow

Clicks ‘Join

package’ in email

New

Invitation screen

New

Package details

Updated

Add personal details (pre-populated data)

Add payment details

Successfully joined

Updated user flow

Clicks ‘Join

package’ in email

New

Invitation screen

New

Package details

Updated

Add personal details (pre-populated data)

Add payment details

Successfully joined

Updated user flow

Clicks ‘Join

package’ in email

New

Invitation screen

New

Package details

Updated

Add personal details (pre-populated data)

Add payment details

Successfully joined

Creating an Invitation Flow That Builds Trust and Clarity

Creating an Invitation Flow That Builds Trust and Clarity

Creating an Invitation Flow That Builds Trust and Clarity

Invite page

Invite page

Invite page

Displays key quote details to confirm the invitee and address, helping users ensure they have the correct quote

Quote summary

Quote summary

Quote summary

Provides key information without needing the lead tenant, enabling quicker decision-making for joining

Pre-populated data

Pre-populated data

Pre-populated data

Automatically fills in details from the lead tenant, reducing unnecessary steps and speeding up the process

Reflection & Key Learnings

Reflection & Key Learnings

Reflection & Key Learnings

Activation Over Drop-Offs

Not all drop-offs need to be eliminated, strategic re-engagement is key

Activation Over Drop-Offs

Not all drop-offs need to be eliminated, strategic re-engagement is key

Activation Over Drop-Offs

Not all drop-offs need to be eliminated, strategic re-engagement is key

Data-Driven Design

Insights from surveys guided design changes, driving meaningful improvements

Data-Driven Design

Insights from surveys guided design changes, driving meaningful improvements

Data-Driven Design

Insights from surveys guided design changes, driving meaningful improvements

Holistic Thinking

UX extends beyond screens, influencing emails and user re-engagement strategies

Holistic Thinking

UX extends beyond screens, influencing emails and user re-engagement strategies

Holistic Thinking

UX extends beyond screens, influencing emails and user re-engagement strategies

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Crafted by Shen

Made possible with long sessions, coffee and matcha


2025

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Crafted by Shen

Made possible with long sessions, coffee and matcha

2025

Lets chat over a

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shenese.leigh@gmail.com

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Crafted by Shen

Made possible with long sessions, coffee and matcha

2025

Lets chat over a

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h

a

shenese.leigh@gmail.com

Copied

Crafted by Shen

Made possible with long sessions, coffee and matcha

2025

Lets chat over a

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shenese.leigh@gmail.com

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