Driva x CGU Insurance Integration
Finance, Insurance, Loan
Overview
At Driva, I worked on integrating the car insurance flow into loan application process in Driva. The Design team led efforts to transform a complex and fragmented insurance journey into a simple, accessible, and visually engaging experience—developed in collaboration with our insurance partner, CGU.
Key Results
✅ Launched Driva’s first-ever integrated insurance flow.
✅ Referral conversion rate increased by 25% post-launch.
✅ Achieved a 75% insurance quote rate among customers.
Method
Stakeholder Interview, User Journey Review, Competitor Analysis, Pre-Launch A/B Testing, Co-design with CGU's product team
Problem
Customers need a car insurance to proceed, when applying for a car loan through Driva. But these processes were disconnected:
This created friction, confusion, and drop-offs — and ultimately slowed down the loan approval process.
❌ Users had to wait to apply for insurance through a settlement agent, often after submitting loan documents.
❌ Users were redirected to a third-party insurance website, breaking the application flow.
❌ Users had to re-enter personal and vehicle data to apply for insurance.
The Goal
Integrate CGU’s car insurance flow directly into Driva’s loan application journey.
Enable users to apply for insurance seamlessly and receive loan approval quickly.
Strategic Solution
As a product team and design team, we brainstormed strategies how might we improve insurance adoption at key stages of the decision funnel.
The outcomes were:
🔹 Awareness stage – Increase visibility of insurance offerings.
🔹 Consideration stage – Highlight key insurance benefits to boost user engagement.
🔹 Decision stage – Minimise friction in the purchasing process to make it easy and quick to apply for insurance.
Key Design Challenges
HMW Increase awareness of insurance on the dashboard?
After pre-approval, users often overlooked the need for insurance in the current dashboard. The current dashboard didn’t highlight the insurance requirement.
HMW Highlight key benefits to boost engagement?
Users can't find information or context about the 3rd party insurance (CGU) or its offerings, often leading users to conduct external research themselves.
HMW Maintain flow continuity and minimise form fatigue
When users are redirected from Driva’s car loan application to CGU’s external insurance flow, it’s critical to maintain flow continuity and minimise form fatigue. Users have just completed a complex task—filling out a loan form—so asking them to start over can cause drop-off.
Design Exploration
Contextual Insurance Promotion Tiles
In this dashboard, user landed after loan application submit and exhausted from loan application journey. The challenge was to promote Insurance to high-intent users using a non-intrusive but persuasive approach.
So I explored the different message and placement and decided to do post-launch A/B Testing to gather quantitative data and to understand which option performs better than others.
🧪 Pre-release A/B Testing
To optimise banner placement:
Version A: Sticky banner with “Get a Quote” button at the bottom of the dashboard.
Version B: Banner placed near the document upload section post-loan approval.
The Result of Pre-release A/B
Version B performed better, with a 70% higher click-through rate, as users found it more contextually relevant.
User Engagement Through Insurance Partner Value Proposition
We tried to understand CGU's comprehensive insurance and coverages, the design team collaborated in a workshop with CGU stakeholders.
The result of collaboration:
✅ Highlight the value of CGU's comprehensive insurance cover (a popular market offering).
✅ Built Trust Upfront with indicating Product Disclosure Statement at the beginning.
Seamless Integration Insurance That Feel Like Part of Driva
✅ Clear Co-Branded Experience: Ensures a smooth, unified feel between Driva and the insurance partner
✅ Custom heading : Displays the customer’s name and lender’s name for a personalised touch
✅ Lightweight CGU Value Proposition: Communicated through a sticky banner with a clear call-to-action button
Streamlined Experience with Auto-filled Data
Previously, applying for a loan involved cumbersome manual form completion due to separate loan and external insurance processes. By integrating insurance directly into the Driva loan application flow, Driva can significantly shorten the insurance journey by automatically populating customer data.
Key improvements include:
✅ Clear components for users to review the pre-filled information
✅ Edit button for users to edit the pre-filled data as needed
Key Results
✅ Increased Referral completion rate by 25%.
✅ Achieved a 75% of customer received insurance quote.
Final Thoughts
The Power of Problem Validation: I learnt firsthand that falling in love with a solution before deeply understanding the problem is a recipe for heartache. Rigorous internal stakeholders interviews, and early testing will hammer home the importance of validating the pain point I was trying to solve.
Ambiguity Is Normal—Embrace It
I quickly learnt that nothing is fully defined at the start. Specs, goals, even the product idea itself may evolve. I developed comfort working in ambiguity and build the habit of asking good questions and clarifying through exploration.
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