End-to-End QLE Flow
Qualifying life events (QLE) are milestone moments so changing your insurance should be easy. This is how I approached the copy for this design.
In the original flow, the process felt rushed, there wasn’t much information about QLEs, and the process was overwhelming at some points. Some parts did not match the brand voice.
The entry point was an important fix for me because we needed to use inclusive language to avoid upsetting visitors. What if a user lost a child or was getting a divorce? How would they feel reading this?
Here’s a carousel you can click through to get a feel for the journey.
The goal was to redesign this flow so users did not leave in the middle of the process. Filing a QLE claim is time sensitive and we wanted to make the process seamless. I collaborated with designers, operations managers, and engineers to achieve that goal.
Problems I addressed in the redesign:
The entry point for the QLE flow: “make insurance changes.”
The information page is concise yet informative and provides a list of scenarios; an entry point to the actual process that emphasizes the time sensitivity, and a section explaining what users can expect.
Asked what changes needed to be made first and then additional details based on the mental model.
Provided a more user-friendly review screen.
Added a time estimate for when they would be contacted, based on user testing.
I would be happy to talk more in-depth about my copy decisions and the collaboration process. Get in touch!
