Christina Davison
Trupanion.com pick your price enroll path usability tests
The “pick your price” page in the Trupanion.com enroll path has always been a tricky one. Since 2014, we’ve been testing different ways to present a policy’s monthly price, and what’s covered on the page. Despite user testing, A/B testing and various design updates, we’re still working through this problem.
My role
Wireframes
UI Design
User testing
2018
2023
2024
2024: Reimagine the pick your price page
Trupanion has consistently gotten feedback on the pick your price page of the enroll path where pet owners always asked what was covered in a policy. When we relaunched the newly branded website in 2023, we updated the design to include more coverage content. Despite giving the pet owner the information they were looking for, it still didn’t improve our conversion rate. Finally, in 2024, we decided to completely overhaul the design of the page and test it with users.
Competitor analysis
Before we launched back into a total redesign of the pick your price page back in 2021, I reviewed our competitors’ enroll path journeys to see what they did well, and what Trupanion did better.
User testing round 1 results
Before I started working on the design, I wanted to get user feedback on the current plan details page to see what pet owners thought of the page. Using the usertesting.com platform, we conducted moderated interviews with 10 people to get an idea of what the overall view of our current enroll path pick a price page was.
Wireframes
From there, with the user feedback in mind, I took our director’s rough wireframe and modified it so that it factored in some of the comments the testers had mentioned.
First round of designs
I worked with our Director of Digital Product Management to refine the designs based on his feedback and my recommendations.
User testing round 2
As we were finalizing the design, my team wanted to get one more round of feedback on the new designs, so we launched a 5 person moderated user test.
The final result
We ran an A/B test on this page and the results were positive, especially on mobile. We had a 7.57% increase in enrollments on mobile, and a 13.85% increase on mobile. Based on those results, we pushed the new design to the website.
