Sonnet Insurance, a leader in digital-first insurance, wanted to refresh its website to better reflect its modern approach to customer experience. The project aimed to redesign the homepage, ensuring it was user-friendly, visually engaging, and aligned with the brand’s values of simplicity and transparency.

Sonnet’s website homepage was functional but lacked the personality and clarity that a digital-first insurance brand needed to stand out in a competitive market:

- Confusing User Journey: Visitors struggled to easily navigate to key information.

- Brand Disconnect: The homepage didn’t fully reflect the modern, innovative nature of the brand.

- Overwhelming Design: The layout felt cluttered and didn’t prioritize key actions, such as starting a quote or exploring products.

The goal was to streamline the homepage experience while aligning it with Sonnet’s core values of simplicity, transparency, and trustworthiness.

1. User-Centered Research

We began with a series of user interviews and analytics review to understand the pain points and opportunities for improvement. This data informed our design decisions and the prioritization of content on the homepage.

2. Design Simplification

The homepage needed to communicate the brand’s value proposition clearly and concisely while offering easy access to key services like getting a quote or learning more about insurance products.

3. Brand Alignment

We focused on bringing the Sonnet brand to life through engaging visuals and clear messaging, making sure the homepage resonated with their target audience.

4. Iterative Prototyping

I worked closely with the development team to create low-fidelity prototypes, iterating and testing designs to ensure they met both user needs and technical requirements.

1. Streamlined User Journey

Clear Call-to-Actions: We redesigned the homepage with intuitive paths to key actions, like starting a quote or learning about coverage options.

Information Prioritization: We highlighted Sonnet’s unique selling points (fast, easy, online insurance) front-and-center to guide users to the right information quickly.

2. Brand Reinforcement

Visual Identity: We refreshed the homepage with a modern, approachable design that better reflected Sonnet’s digital-first brand. The layout incorporated more white space, bold typography, and a simplified color scheme for clarity.

Engaging Messaging: Updated copy emphasized transparency and ease of use, key pillars of the Sonnet experience.

3. Mobile-First Design

We prioritized mobile responsiveness, ensuring the new homepage experience was seamless across devices. Mobile users could access key features quickly, from quote generation to finding support.

4. User-Centered Design Elements

We simplified navigation, ensuring users could quickly access the most important content: getting a quote, browsing insurance options, and reading customer stories.

New visual elements, like dynamic banners and interactive icons, helped users feel engaged with the brand’s offerings.

The redesigned homepage led to measurable improvements in key metrics:

- Increased Engagement: Users spent more time on the homepage, interacting with key features like the quote tool and educational resources.

- Higher Conversion Rates: Streamlining the user journey resulted in more visitors starting quotes and exploring Sonnet’s insurance offerings.

- Brand Perception: The updated design improved Sonnet’s perception as a modern, user-friendly brand.

By simplifying and refreshing the homepage, we improved the overall user experience and aligned the design with Sonnet’s brand values. The redesigned homepage better communicates Sonnet’s innovative, digital-first approach to insurance while making it easier for users to take action. This project not only enhanced the user journey but also strengthened Sonnet’s position as a leader in the digital insurance space.