Context
Overview
The bank needed to modernize its insurance microsite to scale the business.
The website is key to educating people on travel insurance benefits.
Challenge
Two versions of the site exist which diluted search rankings.
Search engines were unsure which was our main page and routed traffic to both.
What's at risk?
In insurance, organic search is everything; if we don't rank, we don't exist.
If traffic keeps bleeding, the insurance business will continue to stall.
Objectives
1. Create a scalable platform for future insurance products.
2. Increase traffic and leads from the insurance microsite.
3. Increase 'get a quote' call-to-action (CTA) engagement.
Current pain points
The retail banking site ranked well in search, but wasn’t scalable due to legal constraints.
The dedicated insurance microsite enabled us to scale and be future-ready.
The site didn’t help people make confident decisions
Overwhelming information
Users struggled to scan and find key information.
Legal-heavy language
Users struggled to understand the content.
Inconsistent designs
Users felt that pages were hard to navigate.
The CTA created hesitation and lowered quote engagement
Users felt the wording implied too much commitment. The promise of a quick quote also set inaccurate expectations about the process.
Opportunity
How might we create a low-commitment, easy-to-understand insurance experience that can scale across products?
Approach
First, I wanted to align teams to our users' goals and pain points
I created tactical principles, tied to research and user intents, that shaped my decisions and improved the team's design communication.
Simplify
Use plain language, if possible.
Streamline
Make CTAs easy to find.
Accommodate
Remove friction to support.
Then, I targeted core experience gaps to improve usability while supporting SEO
Consolidating outdated pages
Bring more focus to relevant product information.
Creating predictable structures
Reduce the learning curve so users can navigate the microsite more effectively.
Balancing different needs
Ensure compliance without compromising product clarity.
Consolidating outdated pages
Creating predictable structures
I made it easier to compare and understand product value.
Using familiar web patterns helped users understand the interface faster.
I initially added product details so full comparisons would be easier at a glance.
Adding images helped create visual distinction between products and guide users.
Since few users converted on the landing page, I ended up prioritizing clear product differentiation instead.
I led with product information people were looking for.
Combined with a familiar layout, this improved findability for Skeptical and Confused archetypes.
New product page structure
Coverage highlights
Eligibility criteria
Emergency travel assistance
What's not covered? (FAQs)
Calls-to-action
Partner info (legal & compliance)
Balancing different needs
Final designs
Outcomes
And things I would've done differently.
Account for the full journey
Even though we only owned one part of the experience, understanding the full journey helped us set clearer expectations within our portion of the flow.
Adapt to limited testing capabilities
Since our process prioritized upfront research over continuous testing, I had to identify likely opportunity areas early. While I would’ve preferred iterative validation throughout the project, I had to be resourceful and guerrilla test with my team.
Align with partner goals
I learned to better understand the priorities of legal and compliance teams, even when required disclosures conflicted with usability goals.
Sweat the details
Small friction points can have an extensive impact on the experience. Aligning the CTA’s design and wording helped reduce hesitation.
Testing new designs
Our current processes don't allow us to measure design effectiveness after launch. Given the chance, I’d evaluate the design post-launch with extra usability testing, paired with behavioural data, and quote conversion rates.
Launching new products
The Insurance team is building new products. We'll continue to use these patterns to create a cohesive experience.
Optimizing the application flow
We don't own the flow past the quote button, but we're working with the business to close that gap.
Let's chat!