Cuvva · Product Design Consultant · 2022
Simplifying on-demand car insurance to a two-minute quote
Cuvva sells insurance by the hour. The brief was to strip a necessarily detailed underwriting flow down to something that felt as instant as the product promise.
Cuvva’s pitch is insurance you can buy in minutes, by the hour or day — but the underlying quote still needs vehicle, driver and risk data that a traditional insurer collects over several form pages. The existing flow was accurate but felt like a full annual policy application, undermining the product’s core promise.
- Audited every field in the quote flow against what underwriting actually required versus what had been added "to be safe", removing or deferring anything non-essential.
- Replaced multi-field forms with progressive, single-decision screens — one question in view at a time — so the flow felt conversational rather than administrative.
- Used vehicle look-up and returning-user data to pre-fill wherever possible, so known information was confirmed, not re-entered.
- Ran moderated usability sessions with first-time buyers to check the shortened flow hadn’t traded clarity for speed.
The simplified flow cut time-to-quote significantly and lifted quote-to-policy conversion, while first-time-buyer comprehension in testing improved — confirming speed and clarity had moved together rather than trading off.
This write-up is illustrative — built to reflect the real scope and constraints of the role, with specifics anonymised or generalised. Get in touch for the detailed version.