UX Redesign of Industry Pop-Ups on an Insurance Website
Improving content discoverability on a small-business insurance site
Type of Project
UX, Website Enhancement
My Role
Lead UX Designer
Case Study
Objective
Background
THREE Insurance is one of Berkshire Hathaway's commercial insurance brands, built for small businesses. It aims to give small-business owners the coverage they need in a single three-page policy, which is where the name comes from. Its website lists the industries it covers, and I redesigned that section.
Users, Role & Constraints
The users on the THREE site are small-business owners researching insurance for their specific industry. For this project, I was the lead designer, working alongside a BA, QA, PM and developer for this enhancement over one sprint, about two weeks. The stakeholders involved were one of THREE's VPs and the brand/product marketing manager for the company. The design had to fit an already-designed website, within established brand guidelines and CMS limitations.
Problem
Each industry link opens a pop-up with an addional link to a page with more information. The previous design didn't make it clear that this content was clickable, so business owners could miss the detail they needed.
Process
1. Audit
For this process, I reviewed THREE's latest CTA styles so the design would match the site's current look, and looked at how some of their specified competitors, including Next Insurance, The Hartford, and Hiscox, presented similar industry content.
2. Options
I presented four designs varying two factors: buttons versus link text, and photos versus no photos. For each, I explained what makes the design work and where it may fall short.
3. Final design
The client approved an option with eye-catching imagery, a clearly labeled "Learn More" button, and hyperlinks and iconography in the header image, so it's clear the pop-up leads to more information.
Outcome
The design shipped, and overall, the client was happy with the option they chose. Results from that point and any additional following data, however, stayed with the client.