Redefining price comparison

We worked with to completely redefine the online experience for their flagship motor insurance comparison journey and results pages.

  • 50% reduction in average number of clicks

The challenge

Price comparison is an incredibly competitive market and brand loyalty is uncommon. To stand out and encourage repeat custom needed to offer an exemplary user experience.

We focused on the car insurance quote user journey, from users inputting their personal details through to displaying policies on a results page. The ultimate goal was to make the whole process far more intuitive and user friendly.

Our key objectives were to:

  • Ensure continuity of customer experience from the quote process through to the customer portal
  • Increase the conversion of leads through the quote tool and subsequently to provider sites (which also leads to increased sign ups)
  • Explain the benefits of the features that are offered to customers on the results page

Video: The amazing work we did with

05min 31secs

Our approach

From the very beginning of our relationship with them, we worked closely with to iterate designs to ensure our final output was fully optimised and inspiring.

  1. We interviewed stakeholders and led interactive sketching sessions with various teams to gather business requirements and ideas for the redesign.
  2. This gave us a wealth of design ideas and features which we rapidly condensed into 6 sketched design concepts – 3 for the results page and 3 for the form quote process.
  3. We carried out user testing on our sketched prototypes, as well as the existing website, observing users interacting with the first iteration of our designs in real time.
  4. We reviewed the issues we uncovered in a collaborative 2-day workshop.
  5. We then went on to build 4 design prototypes, all with mobile and desktop versions. Each prototype had a different approach to the user journey and a distinct visual style, so we could test things like grid layouts, ways of displaying information and how best to filter results.
  6. Finally, we carried out a comprehensive round of user testing on the 4 options and then selected the best concepts and features based on the findings. We built a final prototype to hand over to, ready for one final round of user testing.

Concept sketch for the results page for the car insurance journey

Impact & results

Our final design concept completely overhauled the motor insurance user journey. It's delightful-to-use – from the application form right through to results page – and has a stunning, on-brand visual design to match.

It's also massively increased user efficiency – our design has reduced the number of clicks through the quote process by an average of 50% for the average user.

  • A redefined results page (1/2)
  • Reviewing designs with's team (2/2)
  • A redefined results page (1/2)

  • Reviewing designs with's team (2/2)

Here are some more clients we work with

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Virgin Holidays

    User-centred customer journeys inspire revolutionary new way to book holidays

  • NEST

    Rapid website redesign manages to make pensions clear and inspiring

  • Brompton

    User-centred website redesign drives international growth for iconic brand

Like what you see?

How exciting, let's get started

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+44 (0)20 7423 6320


133 Park Street
United Kingdom

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