Mobile Conversion Architecture
No single decision drives conversion. It comes from designing the right conditions to work together as a system, making conversion inevitable.
The problem I solved
The quote form was the highest-intent moment in the mobile journey, as this is where customers decide, not browse. I designed a scalable end-to-end experience to reduce friction, reinforce trust, and protect conversion at every step. The system was designed to scale across multiple DTC insurance brands, not just one product. This matters because ~60% of our traffic came from mobile.
Key Deliverables
Note: Sensitive details redacted. If any public links have expired, originals are available on request. Designs were produced in Adobe XD and Figma, reflecting a legacy-to-modern tooling transition. When inside a flow, use arrow keys at the bottom to browse.
Related Projects & Slide Decks
- Mobile UX Strategy Deck, Research, KPIs and Innovation Roadmap
- Direct Quote Initiative | Parent Project — Product Strategy & System
- Personal Auto Insurance | Desktop Flow, Entry Point 1.
- Personal Auto Insurance | Desktop Flow, Entry Point 2.
- Personal Auto Insurance | Desktop Flow, Entry Point 3.
- Personal Auto Insurance | Desktop Flow, Entry Point 4.
- Mobile Menu
- Designed and Directed: Research Curriculum and Mobile Design Deliverables, Intern Program
What I did
Key UX & Conversion Drivers
Features at a Glance
Auto-save
Resume later without re-entry. Great for interruptions and flaky connectivity.
SMS nudges
Gentle re-engagement for abandoned quotes. High intent, low pressure.
Voice input
Accessibility plus multitasking support. Improves ease on mobile.
Auto-save
Resume later without re-entry. Great for interruptions and flaky connectivity.
Drop-off visibility
See exactly where users exit the form. Enables targeted UX fixes.
Device-level insight
Separates mobile and desktop behavior so optimization reflects real patterns.
Trust-first CTAs
CTA color and language tuned for confidence in high-intent moments.
UX-revenue alignment
Connects form completion to downstream conversions grounded in revenue outcomes.
Where revenue is won or lost
Designing the Space Between
Demand and Conversion
Sales creates demand. Engineering delivers capability. UX determines whether people can confidently act on intent.
As the sole designer on the DTC team, I led the full enterprise redesign of the direct-to-consumer auto insurance platform, launched April 2024. In the months that followed, written premium grew from $24.6M to $76.4M and applications nearly tripled from 17,842 to 48,837. This mobile architecture was designed to push those numbers further, reducing mid-flow abandonment, improving downstream agent conversion, and building a framework scalable across every DTC brand in the portfolio.
- Increased mobile form completion by reducing mid-flow abandonment.
- Increased mobile form completion by reducing mid-flow abandonment.
- Reduced silent revenue loss caused by default framework behaviors.
- Strengthened trust signals at high-intent moments.
- Lowered error rates through clearer decision states.
- Improved downstream agent conversion.
- Expanded accessibility.
- Enabled precise drop-off visibility.
