Project Overview
We were tasked with making improvements to the life insurance section of mutualofomaha.com. Insurance can be difficult to understand so one challenge we identified was to make it easier for users to find which type of insurance is best for them. Next, our goal was to make it easy for them to learn more, get a quote and purchase with confidence.
My Contributions
From concept to completion, I was part of this project. This included assisting with researching, information architecture, wireframing, prototyping, and visual design, as well as pitching and presenting design solutions to stakeholders and clients.
Navigation Improvements
Term, universal and whole life were not available in the main menu. In the subnav, the products were also hidden in a dropdown. That meant that even if a user knew that they were interested in a whole life policy, for example, they would need to click 3 times to get to the correct page.
We made it easier for users to find products by adding them to the mega menu. Then we restructured the subnav by having a section specific to each product that included product details, determine your need, get a quote and compare with other products.
Redesigned Basics Page
One of the most impactful pages we redesigned was the life insurance basics page. Some users want to get to a certain product quickly while others need a little bit of guidance to choose a product. We added a filter to this page that is designed to recommend a product and get users where they need to go quickly.
Added Comparison Page
Participants in initial research mentioned confusion about the differences between different life insurance products. They wanted to feel confident that they had made an educated decision on which product might be a good fit. During user testing we found that we had accomplished this goal with the comparison chart page. People felt that this page helped them compare key differences between products and get a quote easily.
Impact
Analytics show positive engagement compared to 2019. For example, on the basics page, pageviews increased 8.3%, average time on page increased by 149% and the bounce rate decreased by 18%.