Confused.com Homepage Redesign — UX & Interaction Design Case Study

This case study covers the redesign of the Confused.com homepage, focusing on improving user journeys, simplifying the car insurance quote process, and increasing conversions through structured A/B testing and iterative UX design.

My role

As the lead designer, I maintained and refined the style guide, ensured consistent branding, redeveloped the quote process, and supported marketing campaigns and digital initiatives for the website and social channels.

• Redesigned the car insurance quote process, increasing conversions by 4%
• Led homepage redesign and branding during company rebrand
• Produced web marketing banners and social media content

The UX challenge

Redesigning the Confused.com homepage required balancing multiple stakeholder priorities, iterative user testing, and careful A/B testing to optimise the conversion funnel without negatively impacting revenue. The project spanned nine months of design, testing, and optimisation.

User research & discovery

• Stakeholder workshops to align business goals
• Customer Q&A research sessions (“Meet the Customer”)
• Card sorting to prioritise homepage content
• Behavioural feedback on quote journey friction points

The approach

Initial concepts were sketched on post-it notes, refined via card sorting, and iteratively prototyped in Balsamiq before coding in HTML. Live A/B tests were run incrementally (1% → 100% of traffic) to measure improvements in click-through and quote completion rates.

“Meet the Customer” sessions provided crucial user feedback, guiding content hierarchy, visual clarity, and interaction flow.

Results

• +2% increase in click-through rate to car insurance quote
• +4% uplift in conversion through quote journey optimisation
• Improved homepage engagement through iterative A/B testing

Click below to view the final build:

A/B Testing & Conversion Optimisation

Multiple homepage variations were tested against the original, measuring click-through, quote completion, and engagement depth. Incremental traffic allocation ensured safe, data-driven improvements.

FAQ

What UX methods were used?

User research, card sorting, iterative wireframing, and live A/B testing.

What impact did the redesign have?

Improved click-through by 2% and quote journey conversions by 4%, resulting in significant revenue increase.