CoverMe4 are a specialist insurance business which is part of the wider SPB group in the UK. Covering anything from medical equipment to gadgets, they wanted to move into the direct-to-consumer marketplace for mobile phone insurance and needed improve their end-to-end customer journey.
Working with partner websites to provide post-purchase mobile phone insurance, there was a need to encourage users down a simple quote journey that felt consistent with the experience had on the partner website. With this in mind we looked at creating a landing page that made users aware of the product on offer and the 3 different levels of cover that are available. Through research 2 key audience groups were identified, so a balance of both their needs had to be considered in the design. Wireframes were created and shared with the client to demonstrate the hierarchy of content before going into design.
Expanding on brand guidelines provided, we first started off by introducing a new colour palette for CoverMe4 technology, better aligning with their audiences whilst also providing a visual lift for their insurance products. A graphic style was also introduced providing the client with the tools needed to expand their brand, this consisted of strong, heavy strokes creating a simple illustrative style that complimented the existing brand. This was paired with a wity tone of voice for headlines as well as fun character graphics based on the original CoverMe4 logo that lighten the tone throughout.
With research showing that users we’re price led and wanting the best deal we added more price point benefits through the design such as introducing ‘from’ prices on the 3 plan levels to illustrate the competitive offers available. This combined with a sticky call to action to start a new quote created an easy to use site that funnels users to the ultimate goal of taking out an insurance policy.