LuckyTruck
Scaling a trucking insurance platform
First all-in-one retail platform exclusively focused on the trucking insurance market.
Impact
Startup to Acquisition
Grew the product and the brand from early stage to a sought-after sale
139+ Features
Launched feature updates
85%+ Research Sessions
Increase in user-testing sessions resulting in significant product improvements
My contribution
Product Design
User Research
Strategy
UX/UI Design
Prototyping
System Design Brand/Marketing
Brand Design
Website Design
Website Development
Email Marketing
Social Media Marketing
Physical Products
Swag
Blog & Other Content
The team
1 × product manager
1 × vp product
6 × engineers
2 × marketers
Year
2022 - 2024
Problem
LuckyTruck needed to design and ship an industry-leading digital insurance product that provides an easier, faster, and more feature-rich customer experience than competitors to attract new customers and increase retention.
Discovery Process
I conducted research and iterated upon designs from the onset and throughout my tenure to understand the needs of commercial truck drivers and brokers to identify pain points and opportunities.
Research
Interviews & Journey Maps
I created service blueprints and user journeys to map out the blockers and sequencing for improved workflows.
Task-Based Testing
Using scripts focused on tasks-to-be-done, I aimed to understand how our platform served users and to identify blockers and opportunities we were targeting.
Interaction Design
Based on research, I created responsive wireframes in Figma to map out the app’s functionality and structure. I created the design system for the product using variants and components in order to white label our product and make it easy for engineers to access design assets.
From the wireframes, I created high-fidelity prototypes and conducted usability testing to refine the design and improve the user experience. Designs and shipped product included ways to enter information, ability to receive competitive quotes, purchase, manage policies, and many additional features. Over my tenure, we repeatedly iterated, tested, and shipped new feature to meet our goals.
Brand and Marketing
Brand
I led all brand and marketing, which included developing a brand book, creating email templates and copy, social media posts, blog articles, and physical products like postcards, business cards, and swag items.
Website
Through iterating and learning from the designs by using Google Analytics, I was able to increase traffic to the site and conversions for people to sign up on the platform. I designed the site in Framer to increase updating speed and SEO and used various tools to understand metrics such as: Userbrain, Google Analytics, SEMrush, Bing Webmaster, Framer Analytics, Microsoft Clarity, and Salesforce. I conducted Split URL and A/B testing to understand the site's performance and determine designs that converted at higher rates.
Conclusion
The final outcome of the LuckyTruck web app was commercial truckers were able to input their information, see competitive quotes, purchase and manage complex insurance policies all within a seamless and intuitive app experience. As a result, the digital product and brand were key selling points for the company's acquisition and continued development of the product.