Confident Quotes: Designing a Trust-First Insurance Experience From Scratch

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Confident Quotes was the first new product launched by All Star Directories, an education marketing company, into the insurance space. They wanted to create a one-stop-shop website where people could research and purchase auto, health, and life insurance plans.

Highlights: Research and design strategy inspired company to add more focus on trust building through content generation and customer education.

Business Goal

Develop a proof of concept, focusing on attracting new users through paid search.

Design Goals

• Understand insurance space and customers through user and market research

• Create a user-friendly and engaging website with a strong brand presence emphasizing trust

UX/UI • UX Strategy • Visual Design

Process: Scrappy Product & User Research

Given that this was a new venture for the company, it made sense to do research on the space and the customers. The company had limited resources and no time to conduct formal user research so I relied on existing studies found online and a heuristic evaluation of competitor websites. I put together a document of my findings and presented it to the team.

Key Findings

• Short buyer journey: 7 days from awareness to purchase

• Customer behavioral patterns

• 3 top competitors focus on customer education and ease of acquiring quotes

Personas & User Journeys: Defining Our Audience

Research showed customer patterns and I wanted to make sure this aligned with stakeholder expectations so I ran a personas workshop to define our key customers. Then I created personas and mapped out their user journeys.

Before this understanding of the customer, the company was focused on only gaining traffic and awareness through paid ads and SEM. After the research showed customers valuing trustworthy resource and customer-focused hand-holding through the buying process, they chose to include more content to help customers make better decisions in their buying process.

Building Trust and Emphasizing Customer Education

Information Architecture & UI Design

With renewed emphasis on building out the site to include helpful content, I created a structure and flow for the new website to help guide customers through their buying journey.

Visual Design: Adding Playfulness

I wanted the visual design to have an element of play. Buying insurance isn't fun and is meant to be completed quickly and efficiently. While keeping the website professional and trust worthy, I opted to add in cartoon style visuals that played on the insurance theme.

Results and Impact

The website launch was successful, not only driving traffic through the paid channels originally defined in the project scope, but also through organic growth. User research at the beginning of the project gave a full picture of the customer needs and helped the company to shift focus on to the customers. Within 3 months of launch, the traffic to the site was 15% more than what had been predicted due to more emphasis on what customers were looking for.

This project shows how strategic UX/UI efforts can drive business objectives. With a solid start in a new space, the website is built on a solid platform for ongoing optimization and expasion.