The Challenge
Amazon customers seeking auto insurance quotes faced lengthy, redundant form-filling processes that created friction in the conversion funnel. The existing Geico quote experience required customers to manually input extensive personal and vehicle information, leading to abandonment rates that hindered both customer satisfaction and business goals. This required strategic thinking to balance streamlined user experience with comprehensive data collection, while integrating complex third-party API technology that had never been implemented in Amazon's advertising ecosystem.
The Solution
Through collaboration with Amazon Advertising Brand Innovation Lab, I provided UI/UX design for a revolutionary quote experience that leveraged Lexxus Nexxus API integration to auto-populate customer information from public records. Working closely with developers and stakeholders, I developed user experience frameworks that transformed the traditional insurance quote process by gathering minimal initial information while intelligently pre-filling comprehensive details. The approach required innovative design thinking to balance API capabilities with user expectations, creating seamless information flow that maintained data accuracy while dramatically reducing user input requirements.
The Experience
As Sr. UX Designer for the Amazon Advertising Brand Innovation Lab, I led the discovery phase to outline user flows and understand the technical limitations of the Lexxus Nexxus API system. Working closely with developers, this collaborative exploration process revealed the optimal information architecture and identified critical gaps that could prevent task completion—insights that fundamentally shaped the integration strategy from concept through execution. I then developed comprehensive wireframes for multiple scenarios with vehicle and driver information availability at the core of the user experience exploration, ensuring seamless functionality across mobile and desktop platforms while concepting high-fidelity mockups that integrated flawlessly with the existing Geico brand experience. Through multiple review cycles with legal, client, and internal teams, I delivered complete screen designs and style guidelines that enabled successful developer implementation.
Impact
The Geico Quotes on Amazon experience launched successfully, enabling customers to receive comprehensive auto insurance quotes with minimal manual input through innovative public records integration. The user experience frameworks I developed streamlined the quote process across all touchpoints—mobile and desktop platforms, multiple information scenarios, and various data availability conditions. The new API-driven experience received approval from all stakeholders including legal review, with the intelligent pre-fill functionality transforming the traditional insurance quote process into a seamless, user-friendly experience that maintained Geico's brand standards while leveraging Amazon's advertising ecosystem capabilities.