Confused.com — Quote Process Redesign

This case study outlines my work at Confused.com, where I redesigned the insurance quote process to improve user completion rates and overall UX for car and home insurance forms.

The challenge

The key objective was to increase the number of users completing online insurance quotes. Existing forms were lengthy, overwhelming, and critical to the company’s revenue. All changes required careful testing to avoid negatively affecting conversions.

Research

Initial research involved user interviews at the Cardiff office to identify priorities when selecting a policy. Key findings included price, insurer name, hidden extras, and discounts. Mockups were tested on a small percentage of live traffic and gradually scaled as improvements proved effective.

User testing

User sessions were conducted in collaboration with BunnyFoot. Observing a mixture of existing users and non-users highlighted what influenced decisions most, including brand recognition and clear presentation of key policy information.

The approach

I reorganised the form into clear, manageable sections. Easy questions appeared first to engage users quickly, with more complex questions later. Unnecessary questions were removed, and button labels, font sizes, and information hierarchy were refined based on testing.

The result

The final iteration led to a 4% rise in conversions. While it may seem small, this represented a significant revenue increase for Confused.com. Users preferred a concise results page showing essential information upfront, with details accessible via “find out more” links.