Analysing the insurance journey Q&A sets

The problem

Each insurance journey (e.g., home, car, pet etc.) had a separate product owner. This caused inconsistencies in each journey’s question and answer sets and UX.
UX research found users struggled through product journeys. They discovered numerous pain points, e.g., customers struggled to comprehend the results page showing their insurance quotes.

I was part of an agile team comprised of UX designers, UX researchers, engineers, product managers and legal & compliance. Provided regular updates at weekly team meetings.
My role was to go through all journeys, collate all the questions and answers, and evaluate and provide feedback on where the copy could be improved.
This large and complex project involved numerous stakeholders, such as legal & compliance and product, to ensure the scope and meaning of the question was maintained.

There was no central database of all the questions for each journey, so I created a Q&A Journey Matrix spreadsheet with each journey having its own tab (see screenshots below).

I then went through each journey, wrote out the questions and answers and entered them into the spreadsheet. I annotated each question with my feedback, using theory and knowledge from my BA in Linguistics and MSc in Applied Cognitive Psychology. I then created a ‘Common Questions’ tab, where I entered all the common questions we ask in each journey, such as name and date of birth, and provided alternatives.
I have a high-level view of what common questions were asked (e.g., first name, second name, etc.).
In this spreadsheet, I drafted notes on each question stating what could be improved and why. I empathised with the user and demonstrated that questions or sentences were confusing.
I outlined inconsistencies in how Compare the Market asks its questions. For example, some questions were statements, while others used question marks.

There was no central database detailing every question asked in every journey. My first challenge was to solve the puzzle of visually representing the many different (and often asked) questions across the many journeys while showing my notes and recommendations for improvements.

Working with numerous stakeholders, I was occasionally limited in what I could adjust. For example, I raised concerns over why some questions were asked and suggested they were removed. Legal & Compliance then stated these questions must remain as part of the insurance legalities.
Other issues involved how much rewriting could be done. A change of meaning in the question required contacting every insurance company to confirm the changes. Whereas; a more subtle change could be left. I enjoyed this balancing act of rewriting within the confines.

I demonstrated what questions worked and where they could be improved.
Presenting at daily stand-ups.
My rewrites and recommendations are now being used in the larger project, and customers will see these changes in the future once live.