Car Contents Insurance
A 0-to-1, session-based insurance add-on that lets parkers protect their belongings in one tap. Designed end to end and launched to 2M+ users.
Role
· Product Design Lead
Team
· 1 PM, 10+ Devs, 2 Legal experts
Duration
· 8 months
Year
· 2024
+60%
increase in conversion
2M+
users reached
+568%
boost in feature visibility
The Challenge
Anxiety in the parking lot
Add a serious insurance product to a fast parking app without adding a single step of friction.
Car break-ins were rising, and people felt uneasy leaving valuables behind. That opened a new revenue stream: quick, session-based insurance offered the moment users felt most vulnerable. The hard part is the mismatch: insurance is a considered, "serious" purchase, while PayByPhone is a fast utility people open to pay and go.
How might we
…add an optional insurance add-on inside the parking flow, with zero friction?
Validation
Proving the bet before designing
Before designing anything, I validated real demand and the features users wouldn't buy without.
QUANT · Fake-door test
Simulated the product live to 50,000 parkers. Interest beat our internal revenue goals. Product-market fit, confirmed.
QUAL · User research
20 sessions surfaced the deal-breakers: people would only buy with no excess and no impact on existing premiums.
Explorations
Designing the friction-free flow
Three decisions, each made to protect the core parking flow: where to place it, how to explain coverage, and how to confirm protection.
Entry point: where the toggle lives
Full-screen
✗ Added a screen
Expand / collapse card
✗ Crowded the screen
Confirm-screen toggle
✓ Selected
Coverage overlay: how to explain it
Tabs
✗ Rejected
Expand / collapse
✗ Rejected
Scannable text
✓ Selected
Active session card: confirming protection
Variant A
✗ Rejected
Variant B
✗ Rejected
Session Protected
✓ Selected
Iconography
✓ Selected
Selection criteria: I chose the options that best fit my design principles (fast & simple, clarity & confidence, rapid development) and were technically feasible for the MVP.
Final design
The shipped experience
One tap on the Confirm Parking screen, clear coverage, and a persistent "protected" status for peace of mind.
Confirm + toggle
Coverage overlay
Session Protected
The Plot Twist
Launch wasn't the finish line
Low attach rates sent me back to the data, and two A/B tests turned the feature around.
Gap 1 · Visibility
47% of users never saw the feature, the subtle MVP design hid it.
Gap 2 · Value
Those who saw it didn't convert, the value wasn't landing fast enough.
Experiment A: Visibility
Control
Original subtle placement
Variant 1
Coverage details as pills
Variant 2
New tag
Variant 3 · Winner
High-contrast treatment with new tag
+568%
clicks on the insurance toggle
Experiment B: Value proposition
Control
Original multi-claim copy
Variant 1
Describe this change
Variant 2
Describe this change
Variant 3 · Winner
Single "no excess" claim
+60%
attach-rate increase
Results & Impact
From a raw idea to a scalable revenue stream
A new revenue stream at real scale, a rescued conversion rate, and validation in the national press.
2M+
monthly users on the feature
+60%
conversion after the A/B rescue
+568%
visibility lift
1.2M
readers, front page of Le Parisien
Reflection
What I'd carry forward
Shipping was the start of the design problem, not the end. The data after launch taught me more than any pre-launch test, and turned a flat result into a 2M-user win. Next time I'd build the measurement and iteration plan before launch, not after.