Hiscox
UX Design
Client:Hiscox Project: Website Role: UX Designer
Hiscox is a leading specialist insurer underwriting a range of commercial and personal lines risks.
As a UX Designer at Hiscox, I worked on the UX optimization of the website and in particular the Business insurance quote to buy journey.
The main goal was to find areas that could be improved to increase the Quote to Buy conversion rate and consequently an increase on the ROI.
The main optimization focus was the quote to buy journey, specifically on the business activity selections and then through out the journey of getting a quote and get the insurance policy.
Based on research and page performance, the main issue was located on how the user selected the business activity, being the area on the quote and buy journey with the higher drop off rate.
A/B testing was used to improve the business activity selection by improving copy and CTA’s, displaying a list of activities and industries, an auto complete selection field, adding a brief explanation under a tooltip.
The screens after the business activity selections were also optimized by testing and improving the journey content copy, CTAs and quote page.
This project was based on an iterative process involving a continuous cycle of research > Ideate solutions > prototype > test > learn.
Research allowed to identify issues that could be addressed to improve the functionality and usability of the quote to buy journey.
Ideate solutions based on the research findings to find better design solutions that could be prototyped and tested.
Test to understand which solution worked better and learn what else could be improved.