This popular early online brand needed a new app that lived up to its “born online” birthright. Shopping for car insurance, summoning a tow-truck in the middle of night, and submitting an accident claim from the side of the road had to be easier than falling off a log. (Don’t worry, you can report that in the app, too.)

 

I started with lots of competitive analysis, then designed and redesigned the flow, added a much needed progress bar, reordered the entire user journey to make more sense. I performed a ton of user testing to nail down usability pitfalls before they fell into code cement. It was some of the best, most targeted user testing I’ve ever seen, and it helped us reduce and refine the content into its most essential, most informative, and most fun self. End result: a brand new app that blew the doors off the competition.