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Users expect to buy insurance online in an easy, fast and transparent way. The challenge was to improve the website experience that will increase sales of the insurance contracts and easily explain insurance covers.
Yuzzu (ex-Touring) is the market leader in direct insurance in Belgium and part of AXA Group. It offers car, motor and house insurance that you can buy online. Yuzzu makes insurance transparent and simple.
The company was going through the process of rebranding from Touring Assurances to Yuzzu. New website had to correspond to the Yuzzu values: be transparent and makes insurance easy.
I had to plan and design entire website with reusable components, without knowing the new logo, name and even the colours.
I empathised with the user who wants to buy an insurance policy online. Based on data from marketing research, I created four personas, not only for the website but also widely used in the organisation.
I mapped all the previous website and simplified the architecture. I reduced the number of pages so the user won't be lost when searching for the right information about the insurance cover.
Together with another UX/UI Designer in my team, we created from scratch a Design System of reusable components for the new content management system.
I created prototypes and we tested them with the users. Based on their feedback, I iterated the design. After the website went live, I monitored user behaviour using tools like Hotjar and Google Analytics. I proposed many design improvements that lead to increased conversion in the funnel.
My mission is to support business owners in delivering the best user experience to their customers. I am passionate about my work and I love to talk about UX design. If you want to contact me, drop me a message.
