A comprehensive redesign of a problematic step in the home insurance purchase process. The motivation for this redesign is closely linked to commercial key performance indicators (KPIs) that demonstrate the low performance of the page, leading to a high user drop-off rate. Upon closer examination, the problem became clearly associated with the complex design of the High-Value Items page.
This step requires users to list all their possessions valued at over £2,000 each, which involves searching through 64 items in a structure of drop-down menus and categories. I started with a strong hypothesis, which was later substantiated.
The initial discovery session, focused on Adobe Analytics, highlighted two significant statistical issues with this page:
Based on the evidence from Adobe Analytics, I presented a design hypothesis that would initiate the design phase:
"We believe that users are finding it difficult to locate their high-value items, resulting in frustration and page abandonment. By making the interaction of finding and selecting items easier, we should observe a reduction in the average time needed to complete the task and a decrease in the number of users exiting the page.""
Working with the e-commerce team and data analyst we have identified some clear insight that would impact the design process.
Collaborating with the e-commerce team and data analysts, we uncovered insights that would significantly impact the design process. Backend customer data revealed that approximately 70% of users selected one of five items from a list of 64. The remaining 59 items had selection rates of less than 1%, rendering the equal portrayal of each item impractical. This critical insight had a profound impact on the design.
Grey-box wireframes were created to share the vision with the working group. Using FigJam, I restructured the page to pre-populate the most frequently selected items in the default view. This modification allowed 75% of users to bypass the challenging process of selecting a category and finding their item. Working with senior stakeholders, we recognized this solution as the ideal balance between design changes and the desired outcomes, aligning with both business objectives and user satisfaction.
With high-level requirements agreed upon by the working group, I was prepared to deliver a complete user journey in Figma. I began by defining a detailed user flow, showcasing all possible user paths, both positive and negative. This flow would later serve as a foundation for screen designs and assist in presentations. It is essential to me that my colleagues understand my design thinking, fostering an environment where user experience (UX) has a prominent role, leading to higher UX maturity within the business.
At LBG, which includes multiple brands such as Lloyds, Halifax, Bank of Scotland, and more, each brand has a dedicated design system with a distinct brand language. Given the scale of the business, I addressed the need for consistency in UI design and considered developer efforts to implement these designs. Using library components, I consolidated the selection functionality within a single box, separating optional features from the overall task of purchasing home insurance.
The design underwent rigorous review by individuals across the business. I collaborated with a UX copywriter to prepare for a review with a risk team that would assess the legal aspects of our communication with users. The proposed design was approved with only minor corrections and is scheduled for implementation in early 2024.
