Case Study 02 · Insurance · Homepage Redesign
Redesigning Allianz's
Front Door
A 72% drop-off rate, a page that read like a car insurance ad, and value props nobody cared about. I led the redesign to fix all three.
The homepage was doing
everything wrong
The Allianz homepage was our digital front door, and it wasn't doing its job. A third-party review flagged two big problems: the page read like it existed solely to sell car insurance, and the core value propositions weren't landing. Even if users found what they were looking for, they didn't feel confident enough in the brand to buy.
I was brought in as the UX Lead to redesign it. The brief outlined three clear goals: drive more quote starts, help existing customers find what they need fast, and lift our SEO rankings.
What the data
actually said
User interviews
I started with five interviews to understand what people expected when landing on an insurance homepage. Nobody wanted to work to figure out what was on offer. Users wanted to scan the page, find their product, and go.
Analytics
Contentsquare and Adobe Analytics told a tough story: a 72% drop-off rate. Half of our traffic was on mobile, yet mobile conversions lagged way behind desktop. Finally, the page completely ignored our primary user split: new vs. existing customers.
- 72%Drop-off rate: most visitors were leaving without taking action.
- 50%Of traffic was mobile: yet mobile conversions were far behind desktop.
- 2Distinct user types with opposing needs: new shoppers looking for quotes vs. existing customers trying to log in, claim, or pay.
That last finding was the biggest issue the old page ignored. While most visitors were new shoppers, a large chunk were existing customers who needed to complete a task quickly. The page treated everyone the same, which meant it served nobody well.
I also benchmarked major Australian insurance competitors and built data-driven personas to ensure we weren't designing for just one type of user.
Designing with
everyone watching
SEO required a comprehensive product list above the fold, and it made sense in terms of what users wanted and were expecting. Brand wanted to launch the new "Care you can count on" campaign across the hero space. On the tech side, we were locked into Adobe Experience Manager with zero custom code allowances. Everything had to be built using drag-and-drop components within rigid constraints.
My first step was gathering all stakeholder feedback to understand their reasoning and see how it could align with user needs.
Rather than treating AEM as a blocker, I used it as a research question: how had other global Allianz regions worked within the identical system? Looking at what teams in other markets built with the same components gave us immediate inspiration.
Three problems,
one page
The product list
In the previous version of the page, the product list was buried at the bottom and saw incredibly low click rates, which hurt our SEO rankings. Because keeping the product list above the fold was non-negotiable for SEO, it became my main design focus. I created several layout variations to solve a few things at once: stop car insurance from dominating, make it scannable on mobile, and give new shoppers and existing customers clearly differentiated paths.
I validated these layouts early and frequently using remote first-click and preference tests. One design won clearly, achieving a 70% preference rate and the fastest task completion times, which gave me a clear direction for the rest of the page.
Existing customers
For existing customers, the fix was less about layout and more about making utility visible. Analytics told us exactly why they came to the homepage: to log in, make a claim, pay a bill, contact us, or cancel a policy. In the old design, all of this was buried deep inside the main navigation. To solve this, I created a dedicated existing customer section targeting their top three operational needs: logging in, making a claim, and making a payment.
Value propositions
Our initial testing revealed that the old value propositions were not resonating with users. Working alongside our content specialist and brand stakeholders, we reshaped the section to build better resonance, weaving in elements that represented our new branding: "Care you can count on." To determine which specific messages landed best, I conducted a survey with 300 participants to see which trust indicators mattered most to users choosing an insurance brand.
