KLIENT
Länsförsäkringar
Länsförsäkringar
My Role
UX Design
UI Design
Prototyping
UX Design
UI Design
Prototyping
SUMMARY
I led the redesign work for länsförsäkringar.se
I led the redesign work for länsförsäkringar.se
PROBLEM STATEMENT
Länsförsäkringar wanted to create a website that focused on the users' needs and driving forces. Another request was to create a more consistent design that was more in line with the brand.
We wanted to create a website where we started from the users' needs and their driving forces.The work involved reviewing the information hierarchy on start pages and product pages to make it easy for users to find what they are looking for.
Project Goals
1. Allowing users to quickly find information
2. Creating a better mobile experience
3. Enabling users to find and compare products and prices
4. Creating an on brand website
5. Increasing the conversion rate for the products
5. Increasing the conversion rate for the products
6. Improve accessibility according to WCAG 2.0
We performed several workshops where we went through the information structure and adapted the design based on the users' needs.
Research methodology
Customer interviews
User and usability tests
Prototype testing
A/B testing
Customer journey
Persona
Card sorting
Information Architecture
Workshops with stakeholders
Implementation
Several workshops were conducted where the information structure was gone through to adapt the design based on user needs, such as reviewing the information hierarchy on start pages and product pages. On brand and consistent design was created both on desktop and mobile.
Insurance
On brand and consistent design both on desktop and mobile
Banking
On brand and consistent design both on desktop and mobile
Pension
On brand and consistent design both on desktop and mobile
Project outcome
Changes in conversion rates after the new design was in place:
New bank customer (Desktop) +36%New bank customer (Mobile) +33%
Signing a car insurance (Mobile) +8,5%