Liberty Mutual Product Page Redesign
The problem
As Liberty Mutual evolved as a digital brand and our design system was established, our product pages no longer reflected our design values and direction. The product pages are among the most highly visited and interacted with on the site, making it imperative that design not only leave a great first impression, but enable customers to understand and take action. It was up to me to interpret the design system and transform the pages into an experience that was visually consistent with the brand and met the needs of shoppers.
How design solved it
In short, a total overhaul of the car insurance digital experience.
To start, I partnered with my content strategist and UX research team to run a user study and get a baseline understanding of what was and wasn’t working with the current experience. Many of the user study participants expressed shopping for insurance was a utilitarian task and they wanted to get in and out as quickly as possible. Armed with our research, we were then able to put a wireframe together of our proposed experience. This became our guiding light.
We determined an inverted triangle approach to the content structure would allow customers to ingest as much or as little information as they desire while being able to quickly and easily start a quote. Once the landing page design was established all corresponding discount, coverage and coverage detail landing pages were refreshed to bring consistency to the product ecosystem. After seeing success on the car insurance page, the same template was rolled out across all other product lines.
What made this possible: design thinking sessions, user studies, prototyping
Collaboration partners: product, content strategy, analytics, development
The results
Increase in Google rank
Increase in the number of people who start and finish an insurance quote (a primary KPI)
Higher time on site, an indication customers were engaging with the page and the information provided
