A major insurance company received feedback that customers felt disconnected with its website.
The company’s homepage did not fully represent its brand or provide an intuitive experience.
Therefore, my team and I conducted UX homepage and navigation prototype testing with a small focus group. We explored topics like current industry knowledge, consumer behavior, tree/navigation testing, and style testing. Below are a few website concepts that we designed and presented:
We learned that not all questions needed answers and familial concepts resonated the most.
Participants preferred minimalistic and clean layouts. If they had complex questions that could not be answered, they preferred getting in touch with an agent to discuss live (instead of getting lost on a website). Furthermore, website concepts that felt like “family” “joy”, or “peace” received the best remarks. Participants from a variety of backgrounds responded positively to seeing themselves reflected in the homepage or to imagery that evoked positive memories. Our learnings were ultimately used to complete the homepage redesign - resulting in a more intuitive, brand-representative experience.
