Coverage.com
Project
Coverage
Client
Red Ventures
Category
Insurance
Team
Brief
When I inherited Coverage, it was strictly an SEO resource for insurance education. The overall request from our business teams was to turn it into an insurance quote aggregator and resource hub. We started simple: a brief question flow with policy authentication to return some click listings that would take you to insurer sites.
As our traffic grew, we expanded into testing policy assessment tools and higher revenue generating leads.As a lead designer on the business I was responsible for handling all creative strategy. I lead ideation sessions and facilitated execution of designs. I worked with our product analysts to digest data into actionable user feedback to continue the iterative cycle.We pursued a full agency license in order to increase our value offering to our users by showing fully purchasable quoted rates from insurers onsite.
My team and I faced challenges with the current brand's scalability and clarity when it came time to present information en-masse to a user. I decided to host a series of Co-creations and Brand Redesign Sprints to build out a new and improved Coverage that was a step away from the typical insurance hub and provide users a scalable, clear, and visually appealing site.
Highlights
We have grown the business from a click-listing aggregator to a full blown agency.
- Rebranded and reconstructed the design system from the ground up
- Hundreds of iterations that have reduced breakage, increased revenue per visit and increased overall conversion.
- Increased Click through rate by over 300% this year alone.
- Co-created, user tested, and desirability tested our new brand and form structure.
