Case Study: Travelers
Landing pages fit for an insurance giant
Date & Duration: 5 weeks, Oct 2017-18
Team: Project Manager, Delivery Director, 2 Senior Designers, 3 Designers, Developer
My role: stakeholder workshop, journey mapping, prototyping & testing, UI design
Travelers is one of the largest insurance companies in the US, and is currently establishing itself in the UK market. The Unit had been working with Travelers to increase conversion in the small business quote and buy journey on their website. During their research with potential users it become clear that the design of the landing page was negatively affecting the quote and buy journey. Previous designs before The Unit’s involvement had not solved this key issue for Travelers.
The design of the small business landing page was proving a barrier to users starting the quote and buy process. The imagery, content and layout of the page were not communicating the Travelers brand effectively and was not differentiating it from others in the crowded insurance market.
The scope of the original brief was expanded to create other pages in addition to the small business page to provide added value to the work. The deliverables included:
- A small business landing page redesign that tells a story, builds confidence in Travelers as a trusted brand, and leads to quotes more effectively.
- A principle, mid-market homepage redesign that packs more of a punch and neatly provides business owners with information about the industries covered, allowing them to confidently begin their journey with Travelers.
- Industry pages that offer industry-specific content and insurance product details while also encouraging engagement with content.
Where are the biggest opportunities for impact?
Following interviews with stakeholders we dived into a design review of the existing site. We looked at how well the Travelers brand was communicated, the ease with which users could begin a quote and buy journey and the overall impact of pages. We concluded the following:
- The longevity and credibility of Travelers’ history could be leveraged more to build trust.
- Users could be given stronger, clearer cues from which to start a journey.
- Different types of content could be prioritised and differentiated more meaningfully for the user.
Getting the landing page structure right
We conducted a design workshop with the Travelers team to dig into the essential components of the landing page. This involved having all of the components of the existing pages printed and cut out so that we could move them around — or discard them — until we arrived at a structure that communicated a meaningful story. For e.g. what did we want the header to say? The resulting hierarchy built trust in Travelers, with each part potentially leading to a quote.
With this structure in place for the small business landing page, it was agreed we would apply it to the mid-market landing page too, expanding the scope of the original brief.
Starting with mobile
With over half of visits to the website coming from mobile devices, we designed for mobile first. If we could nail the experience for mobile users, then desktop should be just as good, or even better.
Validating our solutions
We conducted user tests at The Unit’s office with business owners using an Invision prototype to identify issues quickly and reinforce the designs. The key takeaways were:
- users responded well to the timeline module, establishing the credibility and history of Travelers
- the prominence of messaging and CTAs allowed users to make decisions quickly and know a) if they were in the correct place and b) how to proceed
- that the relationship between ‘add-ons’ and their parent/child policy relationship in the product section wasn’t clear, resulting in some users to believe some types of cover were missing. Other users ignored the section completely scrolling past it after a just a glance
Refining the design
We fed the findings from the testing back into the design, iterated to fix issues, and moved to high fidelity.
On the mid-market landing page, a strong CTA allows user to navigate to the appropriate page for them straight away, i.e. are they a large or a small business? This reassures them early in their experience and answers the question ‘am I in the right place?’
Bold imagery related to Travelers’ history is used to build awareness of the brand and to differentiate them from competitors.
We moved away from the existing mega nav design to create a simple, clean navigation that doesn’t overwhelm users with excessive information. In testing we found that allowed users to make decisions more quickly.
Travelers has an interesting and surprising history to say the least. Our heritage section with illustrations proved popular with users during testing and appeared to answer their questions about a) why they hadn't heard of Travelers before and b) whether they were reputable.
Since implementing the new landing pages, the rate of users starting a quote from the small business landing page has seen a 50% uplift. Travelers UK are delighted.
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