Lead UX_UI designer
The problem to resolve
La Frontalière faced several challenges that significantly impacted its performance and growth:
Low Conversion Rates – The existing website struggled to convert visitors into customers, leading to missed business opportunities.
Highly Competitive Market – The insurance industry is crowded, and La Frontalière needed a strong digital presence to stand out.
Revenue Loss – The combination of low conversion rates and strong competition resulted in financial losses.
Lack of Clarity – The website’s structure and content made it difficult for users to understand key information and navigate effectively.
Outdated Website – The design and user experience no longer met modern standards, making the brand seem less trustworthy and relevant.
The solution
Example of tunnel page - From this
To this
List of activities I've carried out
Discovery and definition
Design
Discovery and definition
Data analysis
Conducting a data analysis was essential to make informed design decisions. It helped:
Identify pain points by analyzing user drop-offs and low-conversion areas.
Understand user behavior to prioritize key improvements.
Validate assumptions with concrete data rather than intuition.
This data-driven approach ensured the redesign addressed real user needs and business goals.
Key insights from the data analysis, heatmapping and expert review
The discovery
The HP doesn't present the offert, and doesn't redirect to the different section of the website. Page with the highest website bounce rate (50%) and only 12% of sessions in HP lead to product page.
The menu is too busy, and lack of prioritization. This would facilitate discovery.
The exploration
Navigation between the pages are not optimized. Only 1 CTA on each page.
Value propositions are below the fold.
Product pages don't provide enough information. No offers are highlighted.
The decision
New visitors not ready to convert on first visit.
The abandonment rate is far too high, indicating friction in the tunnel.
In the tunnel, the price arrive after 7 forms pages, which make the user inclined to leave the website.
Benchmark
It allowed me to:
Analyze competitors to identify industry standards and best practices.
Spot opportunities to differentiate the brand and improve the user experience.
Understand market trends to ensure the redesign met modern expectations.
Key insights from the Benchmark
Use HP as a hub
Most of the competitors use the HP as a hub. It allows to raise engagement from the users.
Integrate steppers in the tunnel
Most of the competitors, and more generally e-commerce website, use steppers in the tunnel.
It helps the user feel they moving forward, versus if they have to fill in a long page without any reward during the process
Enable to compare the offers
Similar to how Netflix and diverse stream platforms pitch to their potential clients, competitors enable the comparison of deals, revealing the slight differences that make each of them unique.
Add reinsurance
Competitors understood well they need to display reinsuance, such as social proof and number of customers.
Sitemap design and informations architecture
To start with a good overview, and to check with the client if we were aligned, I designed the sitemap.
Old sitemap
The previous sitemap had some problems, such as :
The entry “Homepage” was written, which overload the menu
Not any primary CTA such as “get my quote”, or “Login”
“Who we are” was positionned first, while this page don’t explain what they propose.
New sitemap
Wireframes design
With all the research done, and the insights in mind, I designed the app on Figma.
Mockups design
Redesign of the tunnel
Adding of a stepper, to reduce user's anxiety, and abandon rate
I can modify at anytime my informations
Possiblity to compare the offers easily
Increase the engagement of the users
CTA above the fold in Homepage
CTa above the fold in product pages
On mobile, the primary CTA is sticky to improve the Funnel entry rate
Optimising customer reinsurance
Reinsurance on Pension product
Reinsurance on Health product
Réinsurance about La Frontalière company in general
