Building Trust, Driving Action: Insurify’s Homepage Redesign
Quick Wins
+35.1% increase in homepage interaction
+17.2% lift in auto insurance quote starts
+22.3% boost in user satisfaction scores
Achieved #3 ranking on Google for “compare car insurance”
Role
Design manager, strategy to execution
I led the UX vision and execution for Insurify’s homepage refresh—balancing trust, clarity, and conversion goals for our family-focused audience. I collaborated across product, SEO, audience, and engineering to deliver a responsive, data-driven solution.
Background & Goal
Insurify aimed to build trust and simplify insurance shopping for users aged 25–45. The homepage needed to highlight bundled options, clarify value, and introduce a virtual agent for comparing rates.
The goal:
Increase engagement and quote starts
Improve brand trust through design clarity
Create a flexible, responsive foundation for marketing and product
Strategy & Insights
✅ Competitor Analysis
Mapped gaps and strengths across major competitors
Identified opportunities to differentiate through simplicity and personalization
✅ Rapid Prototyping & Iteration
Built low-fidelity wireframes to align early
Shipped 4 rounds of design iterations with cross-functional feedback
✅ Responsive, User-Centric Design
Created flexible layouts across 3 breakpoints
Emphasized bundled insurance, trusted carrier logos, and virtual agent flows
✅ Hero Image Testing
Ran heatmap testing on variants
Data led us to a high-performing, engaging visual
Outcomes
The redesigned homepage made trust visible and interaction simple—leading to higher engagement, stronger conversion, and improved user sentiment.
Link: Insurify Homepage
Timeline: 4 months (collaborative sprints)
Stakeholders: CPO, VP of Audience, Director of SEO, Product Manager, Lead Engineer
