Building the perfect pet coverage with Wagmo
Wagmo is on a mission to create the best pet healthcare on the market. To do that, they needed to remove the confusion and frustration from the coverage purchasing process.
Our goal was to redesign the Wagmo quote builder so users can easily find exactly the coverage they need.
We began the process with foundational research to understand user needs.
Our research included a competitive audit of other insurance products, session recording analysis, and usability testing of the current Wagmo site.
From these findings, we distilled our guiding experience principles.
Experience principles
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Help users through the process of selecting the right level of coverage. Puppies and senior dogs have very different coverage needs.
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Clearly differentiate Wagmo’s two coverage offerings (Wellness and Insurance) so no one ends up confused – or worse, lacking coverage when they need it.
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Answer questions up front, make it easy to compare opions, and generally be transparent about coverage.
Next, we created the quote builder flow, optimized for conversion with playful icons and pet-focused language.
We also created a coverage builder that clarifies the difference between their two product offerings: Insurance and Wellness.
Customers can customize their plan by declining either offering with a switch, and setting their deductible. We provided guidance along the way with tooltips, FAQs, and helpful hints.
Usability testing with real pet owners revealed people found the support mechanisms included in the design to be helpful, they trusted the recommendations Wagmo offered for their pet’s coverage, and they felt overall confident in the coverage they were purchasing.