Problem statement
The existing car insurance landing page had a low engagement rate, lacking self-service functionalities and a clear call to action for generating new quotes or logging in.
My involvement in the project
As the UX Designer and Researcher, I led user testing, analysed behaviour via Google Analytics and Decibel, facilitated workshops, and delivered A/B test designs.
Gathered ideas and requirements with stakeholders on navigation design and content hierarchy (e.g. card sorting).
Heat map analysis to identify user behaviour on Decibel.
Compared AXA's car insurance landing page with competitors to identify pain points and gather user insights on design, usability, and level of information.
Design concepts
A product landing page with a well-structured hierarchy was designed to serve both potential and existing customers, helping them easily find the content they need.
Key improvements included:
Outcome
The variation saw a 131% higher click-through rate (3.05% vs 1.29%) to the ‘Making changes to my policy online’ page, with more customers using the ‘Existing customers’ menu and progressing to the ‘Log on’ page.
Reflection
“I found that personalisation, clear page hierarchy, and intuitive navigation are key to engaging users - providing the right information at the right time.”
himandyman@gmail.com
2021
Problem statement
The existing car insurance landing page had a low engagement rate, lacking self-service functionalities and a clear call to action for generating new quotes or logging in.
My involvement in the project
As the UX Designer and Researcher, I led user testing, analysed behaviour via Google Analytics and Decibel, facilitated workshops, and delivered A/B test designs.
Gathered ideas and requirements with stakeholders on navigation design and content hierarchy (e.g. card sorting).
Heat map analysis to identify user behaviour on Decibel.
Compared AXA's car insurance landing page with competitors to identify pain points and gather user insights on design, usability, and level of information.
Design concepts
A product landing page with a well-structured hierarchy to
Outcome
The variation saw a 131% higher click-through rate (3.05% vs 1.29%) to the ‘Making changes to my policy online’ page, with more customers using the ‘Existing customers’ menu and progressing to the ‘Log on’ page.
Reflection
“I found that personalisation, clear page hierarchy, and intuitive navigation are key to engaging users - providing the right information at the right time.”
himandyman@gmail.com
Problem statement
The existing car insurance landing page had a low engagement rate, lacking self-service functionalities and a clear call to action for generating new quotes or logging in.
My involvement in the project
As the UX Designer and Researcher, I led user testing, analysed behaviour via Google Analytics and Decibel, facilitated workshops, and delivered A/B test designs.
Gathered ideas and requirements with stakeholders on navigation design and content hierarchy (e.g. card sorting).
Heat map analysis to identify user behaviour on Decibel.
Compared AXA's car insurance landing page with competitors to identify pain points and gather user insights on design, usability, and level of information.
Design concepts
A product landing page with a well-structured hierarchy was designed to serve both potential and existing customers, helping them easily find the content they need.
Key improvements included:
Outcome
The variation saw a 131% higher click-through rate (3.05% vs 1.29%) to the ‘Making changes to my policy online’ page, with more customers using the ‘Existing customers’ menu and progressing to the ‘Log on’ page.
Reflection
“I found that personalisation, clear page hierarchy, and intuitive navigation are key to engaging users - providing the right information at the right time.”
himandyman@gmail.com
