About

LeLynx is a website that helps users find an insurance with the best price and coverage. Users can compare car, bike, home and health insurances, and energy providers as well. I helped redesign the user flow of comparison forms with the product and tech teams.

Problem

The results pages show quotes from insurers once users have completed the form.

The existing pages do not have the same design per product, which makes it difficult to maintain them and make them consistent. In addition, the mobile version (with a horizontal scroll) is not at all adapted to the most common mobile uses: users are used to scroll vertically to quickly see all the prices and products avalaible.

Goal

Have consistent quote pages on each device and for each product (insurance, energy). Have a design system that applies to each type of results page (minimalist version, more complete version depending on the targeted users). Improve the experience on the mobile version.

Process

We formed a team with a product manager, a project manager and a front-end developer to work first on the car insurance quote page because we have identified 2 different needs through our data: young drivers and more experienced drivers. Young drivers focus on the price by having a simplified view of the coverages while more experienced drivers need more details (the existing quote page with four buttons).

So we worked on several wireframes for this "minimalist page" by iterating with the product manager. We decided to keep a single button for simplicity and add a fold-out section to access detailed warranties and other possible actions. The wording kept in the button is the one that performs the best for our target on the existing quote page.

At the launch of the new quote page, an A/B test was done on our target: 50% with the existing quote page and 50% with the new one.

Outcome

The new page performed better on our target (young drivers). There was a clear increase in terms of engagement (clicks) but less sales.

This redesign was the starting point for the implementation of the design system so that the quote pages are homogeneous but also personalised to our different targets needs and adapted to the constraints of each product.