Scoring - Turning driving behaviour into actionable, motivating feedback (and reduced premiums!)

Type of project

A real-world feature redesign within The Floow’s flagship mobile apps, used across global insurer partnerships to track and improve driver behaviour.

Company & product overview

The Floow’s mobile telematics apps deliver driver scores based on behaviours like speeding, harsh braking, distraction, and fatigue. These scores power rewards, pricing models, and user feedback for millions of drivers across multiple territories.

Skills & area of focus

Behavioural design, data visualisation, UX/UI, feedback loops, gamification principles, mobile product design, accessibility, localisation, insight architecture, motivation design.

Project problem or purpose

The scoring interface was overwhelming, unclear, and lacked a strong motivational layer. Drivers didn’t know what actions were being measured, how scores were calculated, or how to improve. We needed to reframe the scoring experience as something empowering, engaging, and actionable, not punitive.

Roles, responsibilities, & team

I led the strategy and design direction. The team included 2 product designers, a behavioural scientist, and key partners in engineering and product. I also worked directly with insurers to understand how scores were used in policy decisions and reward structures.

Timeline, scope, constraints

This was a 14-week strategic initiative aligned with a larger app redesign cycle. Challenges included simplifying complex data, creating a design language for behavioural feedback, and adapting to localised scoring models and reward logic across insurers and regions.

Process & what I did

We began with user interviews and score comprehension tests. I led the creation of a modular scoring system that broke down driving into five behaviour pillars, each with clear explanations and tips. Visual design focused on clarity, with intuitive graphs, dynamic feedback, and motivational tone. I also helped define weekly “nudge loops” to guide improvement and worked with localisation teams to adjust for tone and terminology by market.

Outcomes, results, & lessons

Score comprehension improved by 65% in follow-up testing. Users reported higher motivation to engage and change behaviour. Insurer partners saw improved programme engagement and fewer support requests about how scores worked. The key learning: when behavioural data is framed as guidance instead of judgment, it builds trust, action, and loyalty.