Landing page redesign
Insurance
Client:
Seguros Pelayo
Date:
July 2021 - March 2023
Context:
The company wanted to grow its online channel. The goal was to improve its quote tool in design, content and process, with a special focus on mobile, which was 60% of its traffic.
For this project, we started by building a strategic vision to get a general context of the product. Then we created a solution that adds value and has a positive impact on the business.
My role:
I focused on creating a visual solution for desktop and mobile that met the goals we had set.
Step 1
Collect.
Where are we now? This was the first question we asked when we joined the project. So we interviewed all the stakeholders, like the Product Owner and the Technical Lead, to learn how they saw the project and its background.
We still didn’t have enough context to add value. So we proposed these initiatives.
Identify the main quote channels and map the whole process.
We interviewed the call center about the quote process, because they use it every day and are in close contact with end users.
We did an external benchmark of the leaders in the sector.
Step 2
Visualize
Where do we want to go? We’ve always found it important that the whole team shares the same strategic vision. So it was time to share the most important findings from the previous phase:
Most companies explained their products very well, with clear and direct language.
It wasn’t easy to compare products and find a specific type of coverage.
We needed to sort coverage types and upselling from most to least important.
Split payments should apply to all plans at the same time, to make it easier to compare products.
We had to improve the mobile design of the price and upselling page.
Add some usability improvements.
After we shared what we knew, we moved to the inspiration phase. With a moodboard, we looked for a minimal solution that helps people make decisions easily, without losing sight of the brand guidelines for colors, fonts, components and more.
Building a strategic vision together helps align teams, guide the work and prioritize initiatives.
Step 3
The plan
How will we get there? For this project, the plan was simple to define. We worked with an agile method, and everything was already in place: workflow, roles and tools. It was easy to turn all the initiatives into epics. Then we defined the tasks for this proposal with each person in charge.
Step 4
The solution.
General conclusions
One way for designers and design to gain importance in projects, teams and organizations is to communicate what we do, and involve the whole team and the organization in how and why we reached the final solution. In my case, it helps me change things that people thought couldn’t change.
Another interesting point was the external benchmark as a strategic tool. It made decisions easier and reduced debates when the team got lost in subjective opinions.