```html Assurance Mobile – Redesign

Orange – Mobile Insurance Page (Exclu Web)

Page Redesign.

  • Date: March 2023 – March 2024
  • Duration: 12 months
  • Role: Lead UX Designer
  • Missions: User Research, User Testing, Co-design workshop animation, Wireframing & UI-designer management, Stakeholder Management
  • Team: 2 Front-end Devs, 1 UI Designer, 1 PO, 1 Data Analyst, 2 Business Owners, 2 Marketing Managers, 1 Architect
  • Sponsor: Orange

Context

Before I joined the project, the Mobile Insurance landing page had already been examined from every angle:

Project Goal

Key Challenges

Old insurance page

Before : The Old design

new insurance page

After -The new Design

My Role & Key Actions

My Role & Key Actions (Lead UX Designer)
UX Phase Key Action Collaborators Results
Research Harris & Usabilla studies PO, Business Owners Located user pain-points; defined first use-case for workshops
Workshops Design-Thinking (discovery & ideation) PO, PM, Data Analyst, Architecte, Marketing Managers, Business Owners Rewrote the insurance offer narrative into a clear, user-friendly message, leading to a testable press communication for focus group validation.
Testing User Testing, digital focus groups UI Designer, Data Analyst, Marketing Managers, PO Wireframed, iterated, and tested the landing page and explanatory pop-in.
Delivery Wireframes, UI management Front-end Devs, UI Designer, Architect Higher conversion, smooth user adoption, and a fluid handoff to UI and development teams.

Results

Verbatims clients : “C’est exactement ce que je voulais : un résumé complet mais pas trop détaillé. ça se lit bien , ça se lit vite et je me dis pas qu’il manque un truc à ce stade-là”.

Metric Before After Δ(%)
Click-through rate 1.42 % 2.15 % +51 %
Abandonment rate 82% 65% –21 %
User comprehension (Usabilla) 50% 80% +60%
Attachment rate 7.7% 7.9% +2.6%

Key Challenges

1 – Match between the offer and user needs

Empathy Map

Empathy Map based on existing studies (Harris, Kantar) and Usabilla feedback.

“Il y a forcément des conditions cachées, je ne me sens pas rassuré.”
“Je me sens perdu avec la multitude d'informations sur le site, souvent trop techniques.”
Verbatim client (Usabilla)

2 – Inter-team Collaboration

Workshop with the team

Design-Thinking workshops with marketing, data, e-commerce (12 people).

First use case

Step 1 – Pinpoint the primary use-case
Focused on users’ need for security and control: first make guarantees crystal-clear, then simplify the claims flow, and highlight Orange’s “stay-connected” solutions during an incident.

Crafting the offer story

Step 2 – Craft the offer story
Co-creation workshop to shape a user-centred narrative showcasing guarantees, process, and Orange advantages.
Impact: a crisp story testers understood at first reading.

Building the IA

Step 3 – Build the information hierarchy
Collaborative session organising page elements—headings, sub-headings, guarantees, claim steps—balancing business priorities with user pain-points.

3 – Testing & Optimisation

design café -Focus group done digitaly
design café -Focus group done digitaly

4 – Validating and optimising the user experience

design café -Focus group done digitaly

MVP of Insurance Landing Page

Key lessons from user testing (16 participants)

  • The term “mobile value” was confusing as it is very subjective. Every participant projected their own meaning on to the word.
  • The flow lacked a summary step of the cover/guarantees. Even though the Insurance coverage remains the same . Users wanted a recap and other information - Délais de carence, Plafond par sinistre, Nombre de sinistres couverts etc..
  • The CTA was unclear. The label was reworked from "Ajouter au panier " to "Choisir cette assurance "
design café -Focus group done digitaly

Post Usertesting : A pop-in recapitulating the Insurance offer

Key takeways

Worked well : Cross-functional workshops → strong alignment and adoption.
Next time: Test earlier involve UX writers from day 1; favour continuous improvement over full redesign.