Ethos is a modern life insurance company founded in 2016
Challenge: To increase onboarding, the product team needed a UX copywriter
to reimagine the first three onboarding pages. These pages had
the highest drop off.
Problem: As a customer I want cost and eligibility upfront so that I don’t waste my time signing up for something I can’t afford, or be eligible for
Process: 1. Audit existing flow 2. Competitive analysis 3. Flow exploration and Iterations 4. Micropy for cost estimator
about the project
Ethos is a modern life insurance company founded in 2016
After completing a competitive analysis and forming a hypothesis (By showing eligibility and a cost
estimate firsthand, we can
incentivize users to continue
onboarding, knowing they’re
eligible at an affordable price.) I realized a
quote estimator was a common theme and helped support my hypothesis.
We changed direction. Instead of rewriting the onboarding flow, I
wrote text for the quote estimator.
Result: 34% lift in user onboarding.
Change Of Direction
Ryen did a great job researching the space and providing copy with great
clarity and insight.”
- Mike, Ethos
