PRIMELINE INSURANCE
Responsive Website Redesign
A responsive web redesign for a small business looking to attract a younger client base. Modernizing the visual design and providing a clear CTA to increase client conversion.
THE BACKGROUND
ADAPTING AS A SMALL BUSINESS
Primeline Insurance, a long-standing small business with approximately 5-10 employees, experienced its peak a decade ago.
However, as the digital era has transformed business practices and user expectations, the company now faces a pressing need to adapt. With a new generation of users who prioritize digital interactions, Primeline recognized the importance of updating their website to better attract its evolving customer base.
MY ROLE
I began with an in-depth research phase to understand both user needs and the business goals.
Collaborating closely with a web designer, we developed a fully responsive website to help relaunch and revitalize the business.
FROM PAST TO PRESENT
THE TRADITIONAL INSURANCE
To expand their client base, Primeline Insurance aims to attract and convert a younger demographic. Currently, the majority of their clientele is aged 37 and older.
THE GENERATION Z & MILLENNIALS USER
A common sentiment among Generation Z and Millennials is a lack of real-world experience with purchasing insurance as they enter the workforce.
Bottom Line: Many in these generations are unfamiliar with the process of buying insurance.
1995-2012
GENERATION Z
1980-1994
MILLENNIALS
1946-1979
BABY BOOMER & GENERATION X
THE BASICS
INSURANCE COVERAGE POLICIES
Dependent coverage typically ends at age 26, after which individuals can enroll in a health plan during a Special Enrollment Period.
The main types of insurance they often need are:
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Auto Insurance
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Health Insurance
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Homeowners Insurance
The goal of the responsive redesign was to appeal to individuals approaching this age range.
KICKOFF
UNDERSTANDING THE LACK OF INFORMATION
An initial survey of 20-30 Generation Z and Millennial participants revealed that, of the 68% currently covered as dependents, 49% admitted they lacked knowledge on how to find their own insurance coverage and would need to research it.
THE CURRENT DESIGN
A quick analysis of the existing website exposed several key issues:
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Lack of a Primary Call-to-Action (CTA): The site did not have a clear or prominent CTA to guide users, which is essential for conversion and engagement.
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Excessive Text and Unnecessary Information: The site was text-heavy, with information that felt overwhelming or irrelevant to users, leading to disengagement.
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Outdated Design: The design felt dated, lacking the clean, modern look expected by a younger, digitally-savvy audience.
With these insights, I crafted targeted interview questions to delve deeper into these initial findings.
My goal was to identify the top three pain points from a user perspective, ensuring that the redesign would directly address the needs and preferences of younger users seeking insurance for the first time.
DEEPER INSIGHTS
TAKING A JOURNEY WITH THE USER
To gain a deeper understanding of the user journey and pinpoint the types of content needed, I conducted interviews with a focused group of ten participants: five Generation Z and five Millennials.
These interviews provided invaluable insights into their motivations, communication preferences, and specific needs when approaching an insurance website for the first time.
Key Interview Questions and Insights
The following questions proved most insightful in revealing user expectations and challenges:
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What are your primary motivations for visiting an insurance website?
This question helped clarify what initially draws young users to an insurance site—whether it’s seeking basic information, comparing policies, understanding coverage options, or making a purchase. The primary user goal was to request a quote. -
How would you prefer to communicate when purchasing insurance, and why?
After exploring their communication preferences (e.g., chat support, phone calls, email, or self-service options), I aimed to understand how digital-native generations approach such decisions and what type of support makes them feel confident and informed. Primeline's primary form of content is phone calls, but the younger generation preferred a digital exchange. -
What features or characteristics of an insurance website would make you decide not to engage with it?
This question uncovered specific turn-offs, such as cluttered layouts, outdated visuals, excessive jargon, or lack of a clear call-to-action. These responses were crucial for identifying elements that might discourage users from staying on the site or completing their intended actions.
These interviews provided a nuanced perspective on the expectations of younger users and laid the groundwork for a redesign that would align with their digital habits and content needs.
ANALYZING COMPETITORS
Major insurance companies like Nationwide, State Farm, Travelers, Progressive, and others all feature clean, responsive websites that are designed with user experience in mind.
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Prioritize simplicity and functionality in their digital presence
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Websites are easy to navigate and accessible on any device
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Minimalist and professional aesthetic
The clean design instills a sense of trustworthiness and competence, essential qualities for any brand offering services that involve financial security and protection.
The primary purpose of insurance is to provide peace of mind to individuals, making it crucial for users to feel confident and secure when interacting with an insurance provider's website.
By aligning the design of the website with this principle, the company can not only engage users more effectively but also build a lasting relationship based on trust, which is vital in the competitive insurance industry.
THE NEEDS
A FOCUSED INFORMATION ARCHITECTURE
The primary goal for the company was to streamline the user experience by reducing the number of clicks required to access essential information. This was particularly important in order to retain the attention of younger users, who tend to prefer quick and intuitive navigation.
To achieve this, I focused on presenting information in a concise format that wouldn’t overwhelm users.
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Restructured the content and prioritized key details, condensing the information into just two main pages
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Simplified layout not only met the client’s desire for a more accessible design but also aligned with users’ expectations for an efficient, straightforward browsing experience
Through these changes, the redesigned site makes it easier for users to find what they need quickly, creating a more enjoyable and effective journey from entry to engagement.
FROM THE BUSINESS
The business expressed a clear priority: to focus on attracting quality inquiries rather than sheer volume. This approach was aimed at engaging clients who were more likely to convert, allowing the business to allocate its resources more effectively.
A review of client communication patterns showed that 65% of clients preferred emails for their initial inquiries, while the remaining 35% opted to reach out via phone calls.
The typical process for new inquiries was as follows:
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Client to Business: Initial contact via phone call or email.
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Business to Client: The business emails a PDF form for the client to complete.
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Client to Business: The client downloads, fills out, and returns the completed form.
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Business to Client: The business reviews the information and provides a quote.
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Final Transaction: The client completes the transaction to purchase insurance.
This process required at least three points of contact, resulting in unnecessary back-and-forth and potential delays. To streamline this workflow, I designed a dynamic quote request form to replace the basic contact form previously used.
Solution: Dynamic Quote Request Form
The new form was tailored to automatically adjust based on the specific type of insurance selected by the user. By preemptively gathering the necessary information, this form significantly reduced the steps in the process.
Now, users could complete most of the required details upfront, allowing the business to quickly assess needs and respond with a personalized quote. This approach minimized the need for multiple follow-up communications, resulting in a faster and more efficient user experience while also helping the business achieve its goal of higher-quality inquiries.
FOR THE USER
After analyzing the current client conversion process, it became clear that many users preferred to avoid the hassle of initiating contact with the business. They were eager to skip straight to the stage where they could submit their information and receive a quote as quickly as possible.
A significant pain point identified during this analysis was the inconvenience of downloading a PDF form, manually filling it out, and then returning it to the business. This additional step felt unnecessary and time-consuming for many potential clients, leading to frustration and possibly even abandonment of the process altogether.
The findings from user interviews further reinforced this insight. The primary goal for most users was straightforward: to receive a quote with minimal effort. Based on these responses, it became clear that the existing process was not aligned with user expectations for speed and simplicity.
Solution: Direct Call-to-Action (CTA)
Creating a direct and user-friendly CTA allowed clients to bypass extra steps. By enabling users to input their information directly into a form to receive a personalized quote, I shortened the process and aligned with the primary user goal.
This CTA not only provided a quicker path to obtaining a quote but also minimized friction, ensuring a smoother and more engaging user experience.
THE REDESIGN
LANDING WITH A PURPOSE
The landing page was thoughtfully designed to introduce the newly established call-to-action (CTA) and guide users seamlessly toward the primary goal: requesting a quote.
Understanding that users prefer a simple and quick path to their objective, the page was intentionally kept free of excessive information that could overwhelm them.
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Essential Grouping of Form Fields with CTA Button: ensures that users are presented with a clear, concise action to take
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Easily understand that providing basic information was the first step in the process
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Set expectation that additional details would be required later on, but without complicating the initial interaction
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Simple and Manageable Action: the streamlined approach encourages immediate engagement
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Reassures users that the process was simple and manageable
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Reduces potential hesitation or confusion
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The end result was a landing page that directed the user’s focus towards the goal while minimizing friction and encouraging conversions.
WORKING BACKWARDS FROM PERFECT
The client provided the essential information needed to generate an accurate quote for each insurance product.
This included the specific data points required from potential clients, which helped shape the structure and flow of the quote request process.
By gaining a deep understanding of how the business organizes and processes quote requests, I was able to design a streamlined form that catered to both the user experience and the client’s needs.
Clean, Approachable Design
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Visual simplicity helped users feel more comfortable engaging with the form
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Removing clutter and prioritizing ease of use, which is essential for users unfamiliar with the insurance process.
Dynamic Form Fields
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Dynamic form that adjusts based on the selection made by the user
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Automatically display relevant fields based on the insurance product chosen
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Carrying over previously entered information, reduced the amount of manual input required.
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Save users time and tailor process to user's specific needs
This dynamic approach simplified the process for users, while also ensuring the business received all the necessary information to generate an accurate quote, streamlining both the user journey and the backend workflow.
SIMPLE INFORMATION ARCHITECTURE
The new design added additional actions for the user but the overall flow was simplified and more efficient.
Users were provided a specific primary flow to follow with the option to access additional information if desired.
VISUAL DESIGN
SIMPLE, RELIABLE, AND TRUSTWORTHY
A bright, bold red is the primary business color for Primeline.
The logo is simple and a serif font to evoke the feelings of trust and stability.
To enhance the visual appeal of the insurance product list, I designed a simple yet distinctive icon for each insurance category offered. The goal was to add visual intrigue and make it easier for users to quickly identify and understand each product at a glance.
By maintaining a clean and modern design, I ensured that the icons were not overly detailed or distracting. The simplicity of the icons allows them to complement the overall aesthetic without overwhelming users, providing just enough visual interest to guide users' attention without causing confusion.
Ultimately, these icons serve as both functional elements—helping users quickly identify their options—and as a subtle design choice that elevates the overall look and feel of the website.
RESPONSIVE DESIGN
VISUALS FOR MULTIPLE DEVICES
With the younger generations increasingly accessing information through mobile devices rather than desktops, it became clear that creating a responsive design was essential for meeting user expectations and enhancing the overall user experience.
As mobile usage continues to rise, particularly among Gen Z and Millennials, ensuring that the website is fully optimized for smaller screens was a top priority.
The primary task was the adjust the form submission process for mobile devices:
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Since many users would interact with the site on their smartphones, I focused on making the input fields easily accessible and user-friendly
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Careful approach to ensure that the form remained intuitive and functional without overwhelming users with too many fields on a small screen.
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Streamlined the form layout by adjusting the size and spacing of fields, ensuring that buttons were large enough for easy tapping, and optimizing the overall flow to minimize scrolling
This mobile-first approach ensured that the form was just as accessible and effective on smartphones as it was on desktop devices.
THE TESTING
DESKTOP VS MOBILE
While users generally preferred the overall web design, they particularly appreciated the simplicity and ease of use of the mobile design. The streamlined layout and intuitive navigation on mobile devices were frequently highlighted as standout features in user feedback.
Many users noted that the mobile experience felt just as seamless and efficient as the desktop version, which was a key factor in improving overall user satisfaction.
The clean design and thoughtfully placed CTAs helped users stay focused on their goals, when they were submitting a form. This feedback reinforced the importance of simplicity in design and confirmed that the mobile version was a critical aspect of the website’s success in meeting user needs.
PREVENTING ERRORS AND ENSURING ACCURACY
Approximately 15% of users submitted forms with inaccurate information or typographical errors, which would lead to delays and inaccurate processing of quote requests.
I implemented two key error prevention and forgiveness features to enhance the user experience and minimize errors.
Key Steps for Error Prevention and Forgiveness:
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Specific Input Types: Each form field was designed with the appropriate input type based on the data required.
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For example, fields requesting email addresses were configured to accept only valid email formats, while phone number fields were limited to numeric input. This not only prevented users from entering incorrect data but also made the form easier to fill out, providing a smoother, more intuitive experience.
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Review Before Submission: Once all required fields were filled out, users were directed to a review screen that allowed them to double-check the information they had provided. This step acted as a final checkpoint, giving users the opportunity to make any necessary corrections before submitting the form. It also provided a sense of control, as users could feel confident that their information was accurate before moving forward.
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Email of Submission: While this feature was not implemented, it was provided as an option for the client. With the user receiving an email of their submission, they would have a record of their submissions and would be able to identify any errors post submission and contact the company if needed.
By integrating these features, the likelihood of errors was significantly reduced, ensuring that the business received more accurate data while also offering users a more forgiving process. These steps not only improved form submission accuracy but also contributed to a more seamless and positive user experience overall.
THE RESULTS
RESPONSIVE TO CONVERSION
The newly designed website has shown significant improvements in user engagement and interaction within the first month of going live.
The updated responsive design ensures that users can seamlessly access the website across various platforms, including desktops, tablets, and mobile devices. This flexibility has contributed to a more accessible and user-friendly experience, encouraging visitors to explore the site more thoroughly.
Tangible Results:
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20-30% Increase in Website Visits: The new design has driven a notable rise in website traffic, indicating greater interest in the content and offerings.
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15% Increase in Quote Requests: With a more streamlined user experience and easier access to the quote request form, the website has seen a substantial uptick in users reaching out for quotes.
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Average of 2-3 Client Conversions Per Week: The improved design and user flow have led to higher conversion rates, with an average of 2-3 successful client conversions each week. This is a strong indicator that the changes are directly contributing to more business opportunities.
These results highlight the success of the redesign in not only improving the user experience but also in delivering tangible business outcomes. The increase in both engagement and conversion rates demonstrates the effectiveness of a design that caters to the needs of the target audience while driving business growth.
INTO THE FUTURE
MULTIPLE QUOTE REQUESTS
An advanced feature to consider for future implementation would be the ability for users to submit requests for multiple quotes at once.
This would allow potential clients to compare different insurance options and better understand the choices available to them.
By enabling users to select multiple insurance types and submit their information for various quotes in a single process, the business could manage client inquiries more effectively.
This approach would prevent the company from being overwhelmed with individual quote requests while still catering to users' desire for a comprehensive comparison.
Additionally, implementing this feature could streamline the business's workflow by consolidating inquiries into a manageable batch, allowing for a more organized approach to processing multiple requests at once. It would also enhance the user experience by providing a convenient, one-stop solution for comparing different policies, saving them time and effort.
THE END.
THANK YOU FOR JOINING ME FOR MY PRIMELINE INSURANCE CASE STUDY.
