Zurich Life Insurance
Team
UX Designers
User Researchers
UI Designers
Year
2024
Deliverables
Personas
Quick win initiatives
Key experience drivers for website
Usability testing
High-fi Wireframes
My Role
Team Lead
UX Designer
User Research
UI Designer
The What
In this four-week sprint, we were tasked by Zurich Insurance to enhance the website experience with the goal of boosting sales for their Ezi Cover Life Insurance product. As the team lead, I managed a group of 19 UX designers, overseeing project timelines while providing guidance and direction throughout the entire design process—from initial research to high-fidelity prototypes.
The Why
The life insurance market is highly competitive and often confusing for consumers. Zurich Life Insurance needed to revamp its website to simplify product understanding, with the ultimate goal of driving sales and increasing market share.
The How
In close collaboration with Zurich's marketing and CX teams, we executed an end-to-end design process. Starting with comprehensive research, we developed personas and identified key pain points, uncovering opportunities for improvement.
Our research revealed two primary barriers to purchase: the need for clear, easy-to-understand information, and the subpar navigation and user experience of Zurich’s current website.
To address these, we redesigned the site with a more intuitive navigation bar and recalibrated the information architecture. Additionally, we developed a personalised quote tool, offering customers multiple tailored options to guide those less familiar with insurance—ultimately driving sales and enhancing the user experience.
Our comprehensive research involved heuristic evaluation of 11 competitors, 7 one to one interviews, a survey completed by 40 participants and finally 5 usability tests of the of current website. Through this mix of qualitative and quantitative research methods we were able to gather rich insights which helped us identify the key areas for improvement and areas to focus on when redesigning the Zurich website
Research Methods
Key Insights
Education & Knowledge Gaps: Younger users (under 35) often overlook life insurance, citing a lack of understanding. Clear, jargon-free resources, such as videos or simple explanations, would encourage them to consider it.
Simplicity & Transparency: Users prioritize straightforward, clear information over reassurance, with 75% expressing a need for personalized cover options and frustration with complicated policies.
Varied Perceptions & Misconceptions: Life insurance is viewed as essential only for those with dependents or significant assets, as 72% of policyholders have dependents, while only 37% of singles are covered.
Buying Direct vs Financial Advisor: Younger, inexperienced users prefer buying direct for basic coverage, while distrust in financial advisors arises from pushy tactics and unnecessary add-ons.
Financial Concerns & Affordability: Price is a key factor, with 65% of users prioritizing affordability, while 30% of non-policyholders find life insurance too expensive.
Key Pain Points & Motivators
Scattered information → Clear and centralized info
Centralized, easy-to-compare information is essential for decision-making.Unnecessary features → Simple, relevant options
Streamlined features focused on user needs reduce clutter.Lack of understanding → Easy-to-follow explanations
Simple, clear explanations help users understand their options.Hard to find policy details → Transparency
Easy access to key policy details ensures transparency.No independent purchase option → Control over purchases
Flexibility to purchase independently gives users more control.Distrust in insurance companies → Trust and reliability
A transparent, user-focused provider builds trust.Difficulty navigating policies → Simplicity
Simple navigation and clear options improve the user experience.Confusion over options → Tailored suggestions
Personalized recommendations help users avoid overwhelm.
The Design
We simplified the design, improved navigation, and used visual cues to enhance clarity. To support decision-making, we introduced a personalized quote and comparison tool and integrated a chatbot for instant assistance. These solutions address user needs for control, transparency, and simplicity, while also boosting life insurance sales through a more intuitive experience.
