Revamping the Progressive website with a modern, user-friendly design, focusing on accessibility and optimizing for conversion.
Progressive.com Redesign
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PROJECT GOALS
To improve discoverability, conversion, and consistency throughout Progressive.com focusing on accessibility, brand standards, and UX/UI optimization.
RESPONSIBILITIES
Designer working with lead designer and broader team to determine key ares of focus to take to usability through moderated and unmoderated studies, then iterating upon learnings to test in production against control.
Main Areas of Focus:
Discoverability
How users find and use our site, including those with accessibility needs
Determining the intent of a user entering Prog.com is essential to the success of our site. Whether they find us through organic, direct, or paid search, their journey should be productive, fluid, and effortless. Our goal was to improve site-wide navigation, enhance page performance, and evolve content strategy to make us more accessible as a whole.
Conversion
How users take action on our site, such as starting or purchasing a quote
To persuade a user to buy, their engagement with content and forms should be as seamless as possible. Preference and needs shift by device and channel, as we have found with adaptive homepage testing–further emphasizing the importance of isolating entry points to our site and delivering the most appropriate experience quickly.
Consistency
How users recognize and identify our site
Uniting our brand behind a single visual language that is undeniably Progressive. Using new colors, illustrations, and a custom typeface help us align to our brand essence and be more inclusive and approachable to our users. Here’s how it came to life.