About the project
Parasol.ua is a service that allows customers to compare offers from different insurance companies and take out car insurance, health insurance, and travel insurance policies. The platform aims to make the insurance process simple, easy and transparent for each user.
Task:
- Improving the website interface.
- Attracting new users and increasing the number of regular customers.
Usability audit
We conducted an in-depth UX audit of the website to identify the interface problem areas that affected the user experience:
- Complex and unintuitive navigation, especially on long pages and in the mobile version;
- Poorly structured homepage, causing users to ignore important blocks;
- There is no convenient way to compare insurance policies and save the selected option;
- Confusing and overloaded process of ordering insurance policies.
Problem: Blocks with insurance offers are arranged in two rows with horizontal scrolling, and according to heat maps, the second row is often ignored by users.
Solution: Align the block in one horizontal line to make it easier to view, engage, and increase the number of click-throughs to the checkout.
Optimizing navigation
The problem: No fixed header, which makes it difficult to navigate the site and is the reason why 40% of users leave the page.
Solution: Fix the header on scrolling and added an “up” button for better navigation.
The problem: 25% of customers do not complete the insurance application because the process is too long and confusing.
Solution: Add headings to each stage of the process and integrate autocomplete through the “Diia” to speed up the process.
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Results
The usability audit allowed us to:
- develop 63 detailed hypotheses for improving the website's key pages;
- provide recommendations for project improvement and overall efficiency.
After the client implemented the improvements, we conducted supervision to ensure that the UX/UI solutions were implemented correctly to improve the usability of the site and increase conversion.
