UX/UI copy

DriveMyWay (DMW) 2.0

Role: Senior UX/UI, Technical, and Digital Content Writer (Copy Strategy)
The Problem: Users abandoned onboarding due to unclear requirements and mismatched expectations.

Program Overview

Personalized auto rate program
Users enroll to save between 10% - 35%
Premium “discount” based on users’ real-world driving behaviors*

*It’s not a discount; it’s a personalized rate based on level of risk drivers pose based on their driving data.

Obstacles

Up to 80% of Americans believe they’re better than average drivers*

94% of car accidents are caused by human error**

*McCormick IA, Walkey FH, Green DE. Comparative perceptions of driver ability--a confirmation and expansion. Accid Anal Prev. 1986 Jun;18(3):205-8. doi: 10.1016/0001-4575(86)90004-7. PMID: 3730094.
**National Highway Traffic Safety Administration. 2018. Traffic Safety Facts. Publication No. 812506. March. https://crashstats.nhtsa.dot.gov/Api/Public/Publication/812506.

Additional Obstacles

Losing money is linked to physical pain*
Most users believe they deserve the best discount, driven by cognitive bias
Rates may increase for some users; that loss may be “painful”
When users don’t receive the maximum discount, that perceived loss may also be “painful”
Careful wording was mission-critical

*Tan H, Duan Q, Liu Y, Qiao X, Luo S. Does losing money truly hurt? The shared neural bases of monetary loss and pain. Hum Brain Mapp. 2022 Jul;43(10):3153-3163. doi: 10.1002/hbm.25840. Epub 2022 Mar 22. PMID: 35315958; PMCID: PMC9189080.

My Ownership

Crafted DMW 2.0 website and app copy

Streamlined key product data to address user friction

Rewrote microcopy, errors, and guidance

Partnered with Product to align success metrics

DMW 1.0 User Feedback

Unclear Scoring
Driving Behavior Confusion
Lack of Data Transparency
Unfair Penalties

Strategy & Decisions

Prioritized accessibility
Designed copy variants for testing
Clarified program to give users agency
Made information easier to locate and use
Focused copy to improve user comprehension
Replaced generic errors with actionable guidance
Developed transparent language to improve user trust

Step 1

Streamlined program pitches
Eliminated illogical statements
Crafted copy to avoid unnecessary disclaimers
Improved accessibility by increasing readability
Removed over-promissory language to reduce liability
Deleted salesy copy, iterations, and aggressive punctuation

DMW 1.0 Pitch

Get your personalized rate based on your safe driving behaviors!

When it comes to your car insurance, you should be behind the wheel. Now you can be with DriveMyWay, a program that personalizes your auto insurance rate based on your safe driving behaviors. The safer you drive, the more you can save!

DriveMyWay is a usage-based insurance program that gives you up to a 10% introductory discount on your car insurance just for enrolling.* Then, based on your safe driving habits, you could earn even greater personalized savings, applied at your next policy renewal. In fact, most customers actively enrolled in the program will save between 5% and 20%!*

DMW 2.0 Pitch

DriveMyWay is a usage-based car insurance program that personalizes your rate based on your driving habits. The safer you drive, the more you may save. Once enrolled, you have 99 trips to try it out. Most customers save between 10% - 35%.*