ABOUT

Insurance specialists Admiral were ready to revamp their digital presence. Visitors were not using the website for its core purpose, so Admiral called for a rebuild of the main pages to realign the website alongside its key business objectives in the car insurance industry.

The homepage and product pages were cluttered and didn’t focus on a specific action. Usability studies - such as heat mapping and user testing - confirmed that visitors were landing on the homepage and met with vast amounts of content. Content that wasn’t always required; where, as a result, affected conversions. It was clear that UX was not a primary consideration. A website redesign with newly aligned objectives was required to enhance the user experience.

Redesigning the Admiral website was a process of cutting back on content and diverting attention to areas that drove business on the site. Our UX and creative teams collaborated with Admiral to form a solution that placed a single CTA at the heart of the website. Focusing on key sections, we envisioned clean landing pages with visitors guided to relevant sections without distraction. Other areas of the website were still accessible but presented in a way that didn’t hinder the UX. Together, we were changing the way this website operated.

To expand their services, Admiral would have to adapt this website for the ever-emerging mobile customer. We anticipated a mobile browsing experience that would again make accessibility a priority. Making complex features – such as the multi-car quote feature – operate seamlessly on any device. Hindering the new user experience and the emphasis on CTAs wasn’t going to hold back the site performance for mobile. Our UX team worked hand-in-hand with Admiral to form an interface that could accommodate the necessary content, without sacrificing its depth.

The central CTA is clear to see with a click-to-call feature available for mobile users. Switch to the desktop version, and a bold navigation is prevalent offering its most common services; diverting users to the newly optimised pages. Accessibility is at the forefront throughout, regardless of browsing location.

We were called upon for our UX strengths and creative direction for this project. Working with the in-house team at Admiral, we created a solution that focuses on a streamlined user journey towards a defined goal. Key Admiral pages are transformed into high-performing landing pages to clearly communicate Admiral's core offering. Enhancing the user experience with a primary CTA, and then optimising that for mobile devices, is an emphasis that will be central to Admiral's digital growth.