Umbrella Renewal Questionnaire

Umbrella Renewal Questionnaire— Product Form

Redesigned a paper-based renewal questionnaire into a guided, step-by-step digital flow, validated through research and A/B testing.

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Role and Scope

• UI/UX design
• Visual direction
• 1 month timeline
• Hand-off and documentation

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Problem Statement

• Existing URQ was paper-based → higher friction and harder verification (validated via paper testing + user pain points).
• How might we streamline URQ so policyholders complete it accurately and on time, while reducing manual verification for employees?

Research

• Survey (65 responses): users prefer shorter forms, and quit when there are too many required fields / the form is too long.
• Interviews (5): preference for desktop on complex forms; biggest issues were confusing questions, unclear instructions/errors, navigation, length; strong preference for auto-filled data.

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Design

• Designed desktop experience from the paper questionnaire, created a happy-path flow, and brainstormed via analogies analysis.

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Validation: A/B Test

Version A: Step by Step

• Lower cognitive load, guided wayfinding, easier error correction, more mobile-friendly.

Version B: Scroll Page

• Faster for expert users but higher cognitive load, less mobile-friendly.

Design MVP

• Shipped direction: Step-by-step questionnaire with guided navigation/wayfinding and progressive validation.

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Outcome

Step-by-step forms outperform long scroll experiences when complexity + accuracy matter (especially on mobile).

• Higher accuracy in responses by 17.5%
• Improved customer satisfaction by 14%.
• Increased conversions by 7%

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Tools

Figma for design and prototyping, Miro for brainstorming, Affintiy diagram, and workshops. UserTesting for research. ChatGPT & Gemini for synthesising data.