Insurify is an insurance aggregator operating in the USA. The UX work described in this case study impacts the experience of millions of weekly active users.

Insurify hasn't updated its looks since 2013. But the way people use the product has changed a lot since then. In 2021, we had enough evidence that the design was old-fashioned and didn't work well for people looking for insurance.

At the time Insurify just launched home and life insurance and we wanted to attract shoppers for those products because of their purchasing power and expand revenue per session. The old design was getting in the way of that.

I collaborated with a product analyst to create a user funnel showing how customers use Insurify. We found where users were leaving the product the most and brainstormed reasons why. We then validated the problems in interviews and usability tests with users.

For usability research I used UserTesting.com to watch and listen to real people using Insurify's products and website. We asked them specific questions to understand how they feel about Insurify and how it affected their purchasing experience.

We aimed to create a modern and trustworthy touch and feel that would appeal to a broader range of customers. Our goal was to attract shoppers looking for home and life insurance, as they tend to have greater purchasing power.

We updated the design to maintain Insurify's friendly and helpful personality while modernizing the user interface. This was achieved by improving the use of space, color, and typography.

We made changes to the size of touch targets and text to comply with the accessibility guidelines set by WCAG. The target size was increased to 44 pixels, and the smallest font size was increased to 14 pixels to ensure that users can easily see and activate elements.

Our goal was to balance accessible and usable interface, whilst complying to Insurify's principles for minimum actions required from a user. We created up-to-date reusable design components that could be used from 4 engineering teams.

We launched a new homepage representative of Insurify's new brand. We focused on increasing credibility through adding more social proof, saving benefits and ratings.

90% of Insurify traffic was coming from SEO. But traffic was plateauing and conversion was plummeting. The competitive analysis showed us:
- 8 out of 8 have recognised carrier logos (social proof)
- 7 out of 8 speak of 💰 savings benefit  
- 5 out of 8 have content tables
- 4 out of 8 speak of ⏰ savings benefit  
- 3 out of 5 have ratings (social proof)
- 1 out of 8 has quotes cards

We created a new content structure for 1000+ SEO pages. We've introduced a table of contents that enables visitors to navigate to specific sections of the long-form pages. Also, we focused on improving conversion by leveraging credibility, social proof, and various time and money saving benefits.