Bundle quote page

Applying Behavioral Science for User-Centric Design and Collaborative Innovation

Check IMPLEMENTED designs


At iptiQ, we created a fresh sales process for motor insurance in the Dutch market. Importantly, this process needed to be adaptable to all our whitelabel products in various markets. While we had a wealth of experience in household products, this marked our inaugural venture into the realm of motor insurance journeys.

This case study focuses on the new "bundle quote page," we adopted to present our insurance products. Essentially, this page, located inside our insurance purchasing journey, offers users a user-friendly and clear overview of all the coverage options available for their motor vehicles. This approach provides users with the choice to pick from a curated selection of package options, each differing in coverage and price. By doing so, we simplify the process of comprehending the extent of protection they will receive. This clarity makes it easier for users to determine the most suitable coverage for their individual needs.


  1. Stakeholder Alignment: Aligning diverse viewpoints from stakeholders like Product Owners, Project Managers, content and Marketing and engineers was crucial.
  2. Technical Constraints Collaboration: Collaborating closely with backend and frontend teams to create feasible designs
  3. Consensus on Versions: Reaching agreement on MVP and final versions to be able to achieve deadlines and allow iterative improvements.
  4. User Mental Model vs. Information Overload: Understanding and incorporating the user's mental model into the page design while avoiding overwhelming them with information was a complex challenge. Balancing simplicity and depth in presenting information to aid informed decision-making required careful consideration.
  5. Customization within Bundles: Enabling user customization within the confines of pre-set package options demanded a careful balance. It involved finding innovative solutions to empower users to personalize their insurance coverage effectively.



UX Designer


Jun 2022- Dec 2022


Benchmark analysis, secondary research, metrics analysis, behavioural science principles, workshops, low-fi, mid-fi and hi-fi designs, prototyping, usability testing


Mouseflow, FigJam, Figma


UX, content writers, marketing, front-end and back-end developers, product owners, project manager.

Defining the problem

Research Planning


To better understand past and current behaviours, needs, and expectations of our users in general in regards to bundles and quote pages.


Secondary research:

  • Reviewed previous quantitative research (survey) about motor insurance experience and product preference
  • Analyzed performance data on quote pages used for other products and partners

Primary research:

  • Conducted a benchmark analysis

Secondary research:

  1. Users would appreciate the ability to select from various package options while retaining a degree of flexibility.
  2. Users who are less familiar with insurance concepts are likely to lean towards pre-arranged bundles rather than the option to freely build their coverage.
  3. Users who possess a deeper understanding of insurance matters would likely prefer the option to personalize and tailor their insurance coverage.
  4. Offering recommendations based on users' responses to their insurance-related questions is expected to aid users in making informed decisions about the most suitable package for their needs.

Primary research:

  1. The sequences of user journeys differ depending on the markets, with no consistent pattern spanning all markets.
  2. We anticipate discovering a journey sequence that aligns with all markets, determined by the average sequence.

Research Process Overview

Secondary research: The decision to place the bundles on the quote page was based on users' significant engagement with this page, where they establish their mental framework for exploring options, customizing coverage, and making informed decisions. Users invest substantial time here to adapt prices and personalize their coverage, making it the primary location for their decision-making process.

We conducted a benchmark analysis to evaluate different insurance websites, aiming to understand industry standards, best practices, and competitor strengths and weaknesses. This analysis guided us in creating a user-friendly page for multiple markets, with a focus on the markets we are present.

Deducing Opportunity Areas

We created an impact map to break down business requirements. This involved identifying key user personas that influence the outcome, understanding how the business objectives shape their actions, and pinpointing the specific deliverables that drive impact and goal achievement. This approach aided us in shaping user stories and determining necessary features by aligning the distinct needs of various personas with the overarching business requirements.

We held a workshop with our UX team to deeply analyze motor insurance quote pages and define the best UX strategy for our new page. Our focus was on identifying user challenges, understanding competitor behaviors, and brainstorming solutions. This workshop was enlightening, offering insights into user behaviors, best practices, and potential solutions. It also guided our direction for moving forward.

Finding the solution

Design process overview

Stakeholder workshop:

The objective of this workshop was to align with stakeholders on their perspective of a successful quote page, exchange insights on effective design elements, address any potential concerns, and reach a consensus on the minimum viable product (MVP) criteria.

Mid-fi designs:

We created different versions of the page. After coordinating with stakeholders and conducting a first usability test, we developed a mid-fidelity version improving the presentation of bundles. We simplified bundle cards and moved the comparison table to a modal view for enhanced clarity. We collaborated closely with UX writers, marketing, and developers to ensure alignment and feasibility during design process.

Hi-fi designs:

After receiving agreement from all stakeholders, we developed the high-fidelity design for the bundle quote page and modal screens. These designs underwent approval and alignment with various stakeholders, including compliance, UX writers, project managers, and engineering teams, due to the page's connection with the partner API.

Testing Hypothesis

We developed a prototype and had 5 testers try out the entire new motor insurance journey. The quote page received positive feedback, while the comparison table revealed some potential issues:

  • Covers heading needed to be sticky when user scroll down
  • Info icons were not visible enough o too small
  • Users want to know more about the deductibles and sum insured

We made iterative adjustments to address these concerns before finalizing the handover.


Given the tight implementation schedule, we collaborated closely with the development team while ensuring alignment with various stakeholders. To efficiently manage this, we provided designs for both an MVP (minimum viable product) version and a comprehensive bundle quote page simultaneously. The MVP version allowed the engineering team to focus on the essential elements initially. Later, when time permitted, they could integrate desired sections that weren't part of the MVP, referring to the designs we provided. This transition involved a dedicated meeting with developers, where we furnished assets, documentation, and specifications for the new components.


Main learnings

🤝 Stakeholder alignment

For this project was really important to have an agreement with POs, PMs, Front-end, Back-end, content designers and marketing. This project experience helped me to improve my stakeholder management skills.

🔄 Agile evolution

Drawing from prior experience and mindful of time constraints, we strategically outlined requirements for both MVP and optimal final iterations in advance

We conducted testing on the designs pre-implementation, incorporating user feedback-driven refinements into the process.

🧠 Behavioural science

For this project, I prioritized behavioral and psychological insights. I curated a workshop with the team to explore these aspects, shaping our design decisions around data, behavioral science, and foundational psychological principles.