CLIENT
QBE,
Europe
Services
UI/UX, UX Research, Information Architecture, Analytics, Competitor Review, Accessibility Review, Audit
Responsibility
UX Lead
Challenge
A responsive website redesign for QBE by redefining the user journey of an existing online consumer journey that is currently failing to convert due to lack of clarity of proposition and complexity of the multi-step transaction process.
Process
We had a dedicated R&D team that included Business Analysts, Project Manager Head and Account Director. We had daily scrum calls and review sessions. I assigned research tasks to Business Analysts that updated me with their progress. In addition to the calls, I would schedule brainstorming sessions to review the insights collected. I presented the key findings and progress to our stakeholders in our daily meetings.
After spending time with the site, I identified areas that could be improved. I provided a point of view on the current website navigation, structure and general usability resulting in wireframes and prototypes. I conducted Analytics audit, IA & UX Audit and Competitor Reviews. The deliverables included: QBE site review resulting in a detailed report (ppt) covering all the following points: Content review, Navigation review, Information architecture, Mobile UX, Accessibility review, Interaction review, Google Analytics and HotJar review. I also presented QBE site competitor audit findings with recommendations. We used sophisticated big data tool like Audiense and AI tool like Neurovision to get better insights during the process. I conducted an extensive multi-channel content audit and provided UX improvements that projected an increase in the time spent by users on the company’s product offering to an average of 7 mins from 2 mins and reduced the dropoff rate by 17%
