Segurline, an insurance provider, needed a comprehensive website redesign to unify their fragmented online presence. Their existing structure consisted of multiple microsites, making it difficult for users to navigate and access services efficiently. The primary objective was to streamline the digital experience, and enhance sales conversion rates through a well-structured, user-friendly platform.
Due to time constraints and limited direct access to customers, I conducted an in-depth interview with the business owner, who had extensive experience guiding clients through their insurance options. This allowed me to extract key insights into customer needs, behaviors, and pain points.
From this research, I developed two Proto-Personas, representing distinct age groups and financial situations, helping to define different user journeys. To visualize these interactions, I created a mind map that outlined decision-making paths, information-seeking behavior, and common obstacles faced by potential customers.
The initial design included a homepage that emphasized Segurline’s core benefits, along with individual sections for each insurance service. However, as more services were integrated, the page became excessively long and difficult to navigate.
To resolve this, I proposed an interface redesign using a structured keypad layout, aligning with the client’s preferences for a more intuitive navigation system. This approach allowed users to quickly access relevant insurance products without scrolling through an overwhelming amount of content.
The development phase focused on clarity, trustworthiness, and ease of access. The design featured:
Additionally, an insurance service app was planned as a future development initiative, with a tentative launch goal of 2020, further expanding Segurline’s digital presence.
This project showcased the power of user-centered design in a traditionally complex industry. By consolidating multiple fragmented experiences into a single, well-structured website, we improved navigation, engagement, and overall customer experience. The redesign not only simplified access to services but also laid the groundwork for future digital expansion.
