Client: Assurant

Project:

UX Redesign for Condo & Manufactured Home Insurance Product.

Objective:

Improve the overall user experience to streamline the purchase process, increase user satisfaction, and provide comprehensive information on condo insurance products.

Background:

Assurant, a leading insurance provider, identified the need to enhance the user experience on their Condo Insurance website. The existing platform faced challenges related to navigation, information presentation, and the overall ease of use, which led to a decrease in conversion rates and user satisfaction. The goal was to create a user-centric design that would simplify the insurance purchase journey and provide clear, accessible information for potential policyholders.

Research and Discovery:

1. Stakeholder Workshops: Collaborative workshops with Assurant’s team helped identify key pain points and define project goals. Insights from various departments, including marketing and customer service, were crucial in understanding user needs.
2. User Surveys and Analytics: Surveys and analytics data provided valuable information about user preferences, common issues, and areas of improvement on the existing website.
3. Competitor Analysis: Studying competitor websites helped identify industry standards and innovative features that could be incorporated into Assurant’s redesign.

Challenges Identified:

1. Complex Purchase Flow: The insurance purchase process was convoluted, leading to drop-offs during the application process.
2. Limited Information Accessibility: Users found it challenging to access comprehensive information about condo insurance products, coverage details, and policy terms.
3. Inconsistent Design Elements: The existing website lacked consistency in design elements, which impacted brand coherence and user trust.

Strategy and Solution:

1. Streamlined Purchase Flow: We redesigned the purchase flow to be more intuitive, breaking down complex steps and providing clear guidance at each stage. This included implementing a progress tracker to keep users informed.
2. Comprehensive Information Architecture: We reorganized the website’s information architecture, ensuring that users could easily access detailed information about insurance products, coverage options, and frequently asked questions.
3. Branding Consistency: The design was overhauled to ensure consistent branding elements across the website, creating a cohesive and trustworthy visual identity.

Implementation:

1. User-Centric Design: The redesign prioritized a user-centric approach, with a focus on a clean and intuitive interface that guides users seamlessly through the insurance exploration and purchase journey.
2. Mobile Responsiveness: The new design was optimized for mobile devices, recognizing the increasing trend of users accessing websites via smartphones and tablets.
3. Accessibility Features: We incorporated accessibility features to ensure that the website is usable by individuals with diverse abilities, aligning with Assurant’s commitment to inclusivity.

Results:

1. Improved Conversion Rates: The streamlined purchase flow contributed to a notable increase in conversion rates, indicating a more efficient and user-friendly application process.
2. Increased Time on Page: Users spent more time exploring the website, indicating improved engagement and a deeper understanding of insurance products.
3. Positive User Feedback: Feedback from users highlighted the improved clarity of information, ease of navigation, and a positive perception of the redesigned website.

Conclusion:

The UX redesign for Assurant’s Condo Insurance website successfully addressed user experience challenges, resulting in improved engagement and conversion rates. By combining user research, stakeholder collaboration, and best UX practices, the redesigned platform now stands as a user-friendly and trustworthy resource for individuals seeking comprehensive condo insurance coverage. Assurant’s commitment to providing an exceptional digital experience aligns seamlessly with their dedication to offering reliable insurance solutions.