From Spring's inception, the quote process was handled through a chatbot. The founders were deeply invested in the idea. They believed it could offer a more engaging and human experience. But in practice, it was fundamentally flawed.

The chatbot was clunky and inflexible. Even small updates introduced many regression issues that were hard to find and often caused drop-off.

It confused users too. Navigation was slow, especially when scrolling through long answer lists like device types. And while we allowed users to go back, it wasn’t a typical chatbot feature, which was an unexpected behaviour.

To build a case for change, I commissioned usability research. The results confirmed every concern, and then some. Some users even compared the chatbot to a complaints form, saying they only used one when something had gone wrong.

That insight finally gave me the leverage I needed to secure buy-in to redesign the quote process as part of Spring’s wider rebrand.

My goal was to replace a slow, frustrating experience with something users could actually trust. A quote process that felt clear, personal, and aligned with our mission to make tech reuse simple and sustainable.

But how do you make the most automated and functional part of the journey feel human?

I started with research. From analysing competitors to surveying existing consumers and potential users, I uncovered a consistent theme: users were sceptical and quick quotes felt like traps.

Poor question design led to inaccurate pricing. And most platforms ignored the emotional drivers behind sustainable choices.

So, I approached this problem from the ground up.

Using the Double Diamond process, I uncovered key insights and began prototyping a new, more human-centred approach.

My competitor analysis helped identify missed opportunities in transparency and personalisation.

User surveys revealed that while sustainability mattered, clarity and fairness were the true dealbreakers.

I drew UI inspiration from brands like Habito and Spotify, using modular, multi-step forms to keep users engaged without overwhelming them.

My problem statement was clear: users didn’t trust the quotes and for good reason.

With help from a UX Researcher in my team, we created four personas (from Value Hunters to the Sales Apprehensive) to guide every design choice.

We then created a simplified user flow and experience map to clarify how someone might move from quote curiosity to confirmed sale.

I prioritised the features with the biggest impact on trust and clarity:

Embedded live quote updates showed users how each answer shaped their price in real time.

I replaced vague condition categories with tailored questions for more accurate results.

I added info overlays to explain tricky questions, and let users rate their helpfulness.

A clearer Not sure option made it easier to answer accurately without pressure.

I broke down how each quote was calculated, including why we used a price range.

I then tested the prototype with 100 users via Maze and iterated quickly:

The Up to quote caused confusion, so I removed it and integrated pricing into each form step.

Users found the depreciation chart demotivating, so I moved it to a less sensitive stage.

Sustainability messaging worked better later in the journey, once trust was already earned.

I finalised a scalable, modular UI that aligned with Spring's inclusive brand values.

I designed for multiple entry points from online to in-store pods while keeping the experience consistent.

Sustainability remained part of the message, just not the lead hook. I let clarity and fairness do that job.