Case Study - Flow Analysis
Provide information to illustrate (a) the types of emails being sent to prospective customers who enter a flow, (b) where these triggers occur withing the flow. Compare and contrast with competitor strategies and expose data that may assist in adjusting marketing strategy.
I was tasked with analyzing the communication strategy used in 3 separate insurance quote flows. These strategies were based solely on emails provided during the flow by the user, and focused on convincing the user to return and finish the flow.
The different email templates with their intent and trigger events were identified and distinguished from each other, as well as competitor counterparts.
each flow was presented with each email type/trigger noted as well as other pertinent info, such as when specific personal data is requested in the flow.
Using a layered flow diagram approach, all three flows were presented together to allow for a visual compare/contrast of key flow information.
an alternate chart illustrates the variance in number of screens between the 3 different flows and the positional relevance of their corresponding data points.
A visual display of corresponding screens in the competitor analysis portion of the review (Figma/Figjam)
The full display of various visual elements in the flow analysis portion of the review. (Figma/Figjam)