Website Redesign: CRO & Design System
The Insurance Surgery was losing ground to household-name competitors: a 35% drop in leads and real usability friction, in a fiercely competitive market, against a strict one-week deadline. Behaviour analytics pointed to the cause: unclear navigation, weak visual hierarchy and unconvincing CTAs, frustrating users and driving up bounce rates. The brief was to stop the bleeding and reposition the brand, fast.
The brief
The Insurance Surgery was losing ground to household-name competitors: a 35% drop in leads and real usability friction, in a fiercely competitive market, against a strict one-week deadline. Behaviour analytics pointed to the cause: the site lacked clear, obvious navigation, visual hierarchy and convincing CTAs, frustrating users and pushing bounce rates up. The goal was to stop the bleeding and reposition the brand.
The work
Rather than work within the existing rigid templates, I built a Modular Design System of 28 flexible components to handle the site’s complex service offerings. The overhaul resolved systemic UX and heuristic issues across every breakpoint, fixing accessibility gaps, inconsistent padding, and button hierarchy, for a seamless multi-device experience.
I overhauled the visual identity toward a cleaner, “prestige” aesthetic that positions the brand as a trusted market leader, and restructured the information architecture so the company’s expertise was easier to discover. Throughout, I aligned UX decisions with the SEO and content teams rather than working in isolation, for a holistic approach.
What shipped
A stabilised user journey and a modernised brand perception, delivered inside the one-week deadline. Post-launch analytics confirmed a 100% reduction in rage clicks: a smoother, more intuitive experience where friction had previously been driving users away.