Confused homepage redesign

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Heading up the design team at Confused.com  I was responsible for maintaining and refining the style guide and ensuring the Confused.com branding is consistent across the site and externally. Much of the work included a rebrand, redeveloping the quote process, producing Flash Banners for online campaigns and Social Networking for both Confused and the mascot Cara.

The biggest project I have completed is the complete redesign of the company homepage. This result was a nine month process of design, development,user testing, refining and optimising.  Early indications show an increase in the number of customers clicking through to an insurance quote for the majority of products.

Below shows an earlier challenger design of the website (left) and the champion (right) which was being implemented on the Confused.com Homepage.

The process was very iterative. Initial ideas were written on post it notes before being refined to a core selction.  These were then card sorted for priority. Next a number of layout combinations were sketched up in Balsamiq and then coded. Each one was A-B tested a;ongside the existing homepage using a small percentage of the traffic initially just 1%. This was increased to 5% 10% 25% up to 100% as each iteration was more successful than the original.

Skills Used
  • Post it notes and Sharpie
  • Card Sorting
  • Balsamiq
  • Photoshop
  • Dreamweaver HTML
  • User Testing
  • Rebranding