Launching FRIDAY's first product sales funnel in the french market
FRIDAY Insurance, a Berlin-based digital insurer, has expanded to France, offering flexible and user-friendly Home contents insurance. FRIDAY aims to make policies more accessible and transparent for French customers, advancing its mission to modernise insurance across Europe.
The challenge
Designing the FRIDAY MRH product sales funnel presented a unique UX challenge as we expanded from Berlin to a new market with different user behaviors in France. The goal was to create an experience that felt intuitive and familiar to French users while remaining scalable and aligned with FRIDAY’s core brand principles. This required adapting to cultural nuances and user expectations to ensure a seamless, accessible experience across both markets.
My Role
Lead Product Designer
Process
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UX Research
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Problem Discovery
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Solution Discovery
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Prototyping
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Testing
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Monitoring
Kickoff by analysing the market research
The study represents 30.5 million online users in France aged 18-54. With a comprehensive sample of 2,500 respondents, it enables in-depth analyses, segmentation, and subgroup insights.
Research focus
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Target Group Profiling & Usage Behavior
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Market Segmentation
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Brand Performance Analysis
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Brand Benefits & Key Drivers
Talking to potential users
We conducted several exploratory interviews that confirmed some assumptions from our market research and offered deeper insights into the emotional and behavioral patterns of our target group. These conversations helped us understand not only what drives their decisions but also the underlying motivations and preferences.
Relevant learnings
Consideration
Strong overall willingness to purchase or switch insurance online, even with a new, unfamiliar brand.
Switching and Purchasing factors
Better prices and coverage, clear and comprehensive information, a quick and easy online purchasing process, with simpler usage and faster service options.
Digital experience
Preferred are short and simple purchase processes, with information presented free of insurance jargon. Trust is built through an emotional connection and reassurance of human support if needed.
Understanding the direct competition
In our UX competitor research, we evaluated key players in the industry to understand their strengths and weaknesses. Our analysis focused on areas like ease of use, design clarity, and overall customer experience. Each competitor was rated based on the criteria outlined in the rating system below.
Rating Categories from 1 /5
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UI / Visual Design
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User guidance / Navigation
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Ease of use
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Information & comprehensibility
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Responsiveness
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Customer ratings and feedback
Building user empathy
Based on the previous research, I developed three main personas that deepen our understanding of potential users and guide a user-centered design approach.
User journey mapping
For each persona, I mapped out a user journey, which helped clarify their needs and pain points, uncovering opportunities to enhance their experience throughout the product purchase process.
Framing the problem
In a workshop setting the team came up with a problem statement that clearly defines the issue, providing focus and direction for the entire project.
Users are seeking a simple insurance experience with easy-to-use online sales funnel that clearly explains complex insurance options, builds trust, and minimizes friction in decision-making.
How might we simplify complex insurance options to help users make informed decisions easily?
How might we build trust in the online sales funnel to ensure users feel confident and supported during the insurance purchase?
How might we minimize friction to streamline decision-making, enabling users to complete their insurance purchase effortlessly?
Data-Driven Wireframing
After identifying the essential user input data required to generate an insurance quote, I categorised the information and organised it into flow segments. By grouping related information, users can easily navigate the flow, reducing cognitive load and making the process feel more manageable and intuitive.
Household data
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Which address to be insured?
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Renter or owner of the property?
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Primary or secondary residence?
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Apartment or house?
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Size of the living area?
Personal data
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Name and date of birth?
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Living situation?
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Insurance history?
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Current insurance status?
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Contact detail?
Coverage / Offer
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Insurance start date?
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Choose coverage?
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Deductibles amount?
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Extra protection?
Checkout
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Summary review
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Choose payment methods
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Confirmation
Sketching users flows
Wireframing was crucial for the team, providing a clear structure that revealed user and technical pain points early on. This helped address issues before development, saving time and resources, and allowed developers to estimate workloads for better project planning.
Being playful with UI design
While developing prototypes for testing, I seamlessly integrated the brand into the user experience to ensure a cohesive and recognizable identity across all interactions. This approach reinforced brand presence, creating a more immersive and consistent experience .
Effortless Data Entry Experience
The design uses smooth slide animations to show progress, with one input per screen (or related inputs) to avoid overwhelming users. Simple language and familiar navigation patterns make the experience intuitive, minimizing learning time and enhancing ease of use.
Decision and Purchase
The design enables easy selection of payment periods, quick comparison of coverage and prices, and flexible options for added protection to fit individual needs. A clear overview of chosen coverage and simple payment method selection complete a seamless, user-friendly purchase experience.
Putting the flow to the test
We conducted a usability testing round with our two primary user profiles on a high-fidelity prototype to identify key pain points and areas for improvement.
#Newbie
A younger user (18-29) with a lower income, 1st time MRH or doesn’t take care of MRH at home. Usually a low esteem for his/her furniture.
#Expert
A slightly older user (30-49) with a higher income, already had several experiences with MRH or is the one taking care of it at home. Might have more valuable goods.
Test outcomes
The user testing results were generally positive, with participants navigating the interface easily and completing required data inputs smoothly. However, a key pain point emerged around understanding the benefits of yearly versus monthly payments, as users found the price comparison between payment periods unclear. Some users also had doubts about specific content, which we revised to improve clarity. Additionally, users expressed a desire for more payment options beyond credit card and IBAN, highlighting areas for potential enhancement.
Monitoring and iterating
After several months of being live, we identified a high dropout rate on the pricing screen. User feedback indicated that pricing was perceived as too high, pin pointing that price plays a critical role in the decision to purchase an insurance.
To address this, we iterated on how prices are presented to make the cost benefits of yearly payments over monthly payments more evident. An A/B test was conducted to assess the impact of these changes and guide further improvements.
Control Version
Variation
A / B testing results
The A/B testing revealed a clear winner, with the variation version achieving an almost 10% improvement in conversion rates. This result demonstrates that users find it easier to compare prices when they are presented in a monthly format, making the benefits more immediately understandable and encouraging conversions.
Project take aways
The FRIDAY MRH Sales Funnel project highlighted the importance of clear, user-centric design in driving conversions.
Key takeaways include the value of transparent pricing presentations, especially in breaking down monthly versus yearly costs, and the impact of simplifying navigation for ease of use. User feedback was essential in identifying pain points and areas for iteration, leading to targeted improvements that enhanced the overall experience and significantly boosted conversion rates.
Driving User Happiness Through User-Centric Design
User-centric design focuses on understanding and meeting user needs, resulting in intuitive, enjoyable experiences. By addressing pain points and prioritizing usability, it fosters trust, satisfaction, and long-term loyalty, driving user happiness and engagement.
