Site redesign and information architecture


I worked on the pet insurance site for a high street retail brand who wanted to improve the conversion to quote on their website.

After carrying out some research to explore how people shop for insurance and whether or not they could achieve specific tasks on this site, I identified a number of opportunities to improve the user experience.

I then carried out a content audit of what was on the site, and whether what was there was meeting the needs of customers – whether they were at the research stage, or ready to buy.

The site needed to be more goal-focused, with clearer product information. Some great content was being presented but not always in the right context.

After running a card sorting exercise to validate my proposed new structure and navigation, I sketched out the content design for a product designer to take into higher fidelity designs.