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Quote Readiness
The Challenge
A premium insurance brand needed to modernize a 15-year-old digital experience while continuing to serve loyal customers and attract a new generation of prospects.
In a market where price dominated the conversation, the experience needed to build trust, communicate value beyond cost, and support more confident coverage decisions.
In a market where price dominated the conversation, the experience needed to build trust, communicate value beyond cost, and support more confident coverage decisions.
Role
Lead Experience Designer
timeline
6 Weeks Strategy & Discovery
18 Weeks Delivery (9 Sprints)
SCOPE
AEM design system
700+ Page Redesign
Outcome
THE APPROACH
Designing for Quote Readiness
I redesigned the experience around intentional pathways that connected education, product discovery, and personalization, giving people a clear path toward their next step.
Three Mindsets, One Connected Experience
For new prospects, starting a quote required confidence first. They needed to understand their options, see the value beyond price, and feel confident they were making the right decision.
Growth depended on reaching new audiences without losing the trust of existing customers.
Growth depended on reaching new audiences without losing the trust of existing customers.
AUDIENCE STRATEGY
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Same Stages, Different Human Tensions
Every audience moved through the same journey, but what they needed at each stage was different.
The experience adapted guidance, education, and reassurance throughout the journey, helping each audience build confidence in their own way.
The experience adapted guidance, education, and reassurance throughout the journey, helping each audience build confidence in their own way.
CUSTOMER JOURNEYS
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Connecting the Journey, Not Just the Pages
The content already existed. The problem was finding it. On Auto Insurance, only 2% of visitors engaged with the dropdown intended to surface related coverage content.
Visitors arrived through product pages, educational content, campaigns, and search. I made onward pathways visible- connecting product, coverage, and education around the decisions people were already making.
Visitors arrived through product pages, educational content, campaigns, and search. I made onward pathways visible- connecting product, coverage, and education around the decisions people were already making.
INTENTIONAL PATHWAYS
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Making a Complex Portfolio Easier to Navigate
Fourteen products were presented at equal weight, making it harder to understand where to begin.
Clearer coverage categories created hierarchy across the portfolio, making products easier to scan, understand, and explore.
Clearer coverage categories created hierarchy across the portfolio, making products easier to scan, understand, and explore.
CONTENT ARCHITECTURE
PRODUCT NAVIGATION
Grouping Coverage the Way People Shop
Vehicles, Property, Personal, Business, and Retirement created clear starting points while keeping individual products easy to find.
ALL PRODUCTS
Clarifying the Differences
The All Products page carried those groupings forward, helping people compare similar products and understand which coverage fit their needs.
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Grouping Coverage the Way People Shop
Vehicles, Property, Personal, Business, and Retirement created clear starting points while keeping individual products easy to find.
PRODUCT NAVIGATION
Clarifying the Differences
The All Products page carried those groupings forward, helping people compare similar products and understand which coverage fit their needs.
ALL PRODUCTS
Connecting Discovery to Deeper Consideration
A shared subnav across related product pages brought coverage, discounts, claims, FAQs, and resources into one scannable experience, helping people evaluate coverage without hunting across the site.
PRODUCT experience
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From Listing Products to Guiding People
The new sitemap shifted from organizing what the business offered to signaling where people could go next.
Visible hierarchy and related content pathways made coverage research easier to navigate, with clearer next steps.
Visible hierarchy and related content pathways made coverage research easier to navigate, with clearer next steps.
SITE ARCHITECTURE
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Built to Flex. Designed to Scale.
Reusable building blocks gave teams flexibility to assemble different page experiences while maintaining consistency across 700+ pages.
Built in Figma and implemented in AEM, the system shifted page creation from UX and development to marketing teams.
Built in Figma and implemented in AEM, the system shifted page creation from UX and development to marketing teams.
MODULAR template SYSTEM
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Relevance Built From Signals
Personalization wasn't about creating a different site for every visitor.
Known signals helped the experience respond to who was arriving, what brought them there, and what they had already explored.
Known signals helped the experience respond to who was arriving, what brought them there, and what they had already explored.
PERSONALIZATION
One Homepage. Multiple Experiences.
The above-the-fold experience adapted to known signals, while the broader homepage remained consistent.
As more became known about each visitor, the experience became more relevant.
As more became known about each visitor, the experience became more relevant.
HOMEPAGE PERSONALIZATION
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FIRST-TIME PROSPECT · LOCATION UNKNOWN
Starting With the Essentials
Broad discovery and clear ways to get started.
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FIRST-TIME PROSPECT · LOCATION KNOWN
Making Location Useful
State-relevant coverage and resources surface automatically.
PAID CAMPAIGN ENTRY · LOCATION KNOWN
Continuing the Campaign Story
Campaign messaging carries through, supported by local relevance.
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EXISTING CUSTOMER · BEHAVIOR KNOWN
Picking Up Where They Left Off
Welcome-back content and shortcuts reflect previous activity.
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Matching the Experience to Intent
Campaign landing pages adapted to where people were in the decision process, giving each visit the right level of information and guidance.
Three experience models:
Discovery: Multiple pathways invite people to explore and learn
Research: Deeper on-page content supports comparison and consideration
Decision: A focused, low-distraction path removes exits and keeps the next action clear
Three experience models:
Discovery: Multiple pathways invite people to explore and learn
Research: Deeper on-page content supports comparison and consideration
Decision: A focused, low-distraction path removes exits and keeps the next action clear
Media-to-Site Experience
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A More Connected Path to Confidence
A connected, flexible experience that helps people explore coverage with confidence while creating a scalable foundation for growth.
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© 2026 LauraLau.Design