Imagine you’re a car owner in Abidjan needing insurance. Normally you’d go to a broker every 3 months since you can’t pay for a whole year upfront.

Baloon Assurance, a French startup operating in West Africa, wanted to change this. They used OCR technology to get a quote by uploading a license photo. However, their website wasn’t working – most people left on the first page without getting a quote.

With a small team, I quickly made a new design. After testing it remotely, I went to Dakar to run more tests in person.

For example, the first screen wasn’t working for two reasons. People were afraid to upload documents, and many didn’t have their licenses handy. So I suggested offering quotes by entering details instead of uploading. But when we tested this option, it confused people!

After incorporating feedback, the new screen worked better. It defaulted to taking a photo, but let people enter details if needed. I improved the wording across all screens too.

This redesign immediately increased conversions. Baloon could now fulfill its goal of making insurance accessible.

Media

• VivaTech 2019 – My pitch for Baloon at the Capgemini stand