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Simplifying insurance with Ezicover
A better experience for users to feel more empowered making informed decisions.
Client: Zurich Australia
Role: UX/UI Researcher, Information Architecture and Ideation
Platform: Website
Deliverables: UX research, UI screens, Prototype
The Challenge
Life insurance can be overwhelming for consumers due to complex policies and industry jargon. Zurich Ezicover Insurance needed to revamp its website to simplify product understanding, improve user experience, and ultimately drive sales in a competitive market.
The Approach
Working closely with Zurich’s marketing and CX teams, we conducted an in-depth, end-to-end design process. Through research and usability testing, we uncovered key pain points and developed solutions to enhance clarity, navigation, and trust.
7
one on one
user
interviews
participants
of an online survey
40
competitor
hueristic evaluations
11
5
usability
tests of exisiting website
Key insights
Simplify while educating
Younger users (under 35) often don’t consider life insurance due to a lack of understanding.
Jargon-free communication builds trust
75% of users want personalised cover options but struggle with complicated policies.
Users want upfront pricing
65% prioritise affordability, while 30% of non-policyholders feel insurance is too expensive.
Users distrust pushy
sales tactics
Many users prefer buying directly online, and want to avoid speaking to an advisor or sales rep.
Using the data from the surveys and improved Information Architecture, we simplified the content layout for better readability and navigation within the site.
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Enhanced Navigation – A clear, structured menu reduces confusion.
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Toggle between products – Reduces information overload on page
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Aesthetic and Minimalist Design – Cleaner content and visual design to focus on the essentials
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Interactive hover cards – Highlighting the products primary benefits in a digestible format.
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Back button – Clearer user control to backtrack
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Integrated Chatbot – Provides instant answers for quick decision-making.
Personalised quote & comparison tool to help users find the right policy effortlessly.
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Users can click through the personalised quote tool without leaving the page
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Tool allows users to go back, start over, or find out more before committing to a decision
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Recommendations based on user preferences
The Outcome
Locating Ezicover reduced from 50 seconds to 15 seconds Quicker
(20-30secs) completion and appreciation of comparison tool.
Overall findability 7.5/10, indicating that while key information was accessible, some areas still needed better clarity and navigation.
Users completed and appreciated the comparison tool in 20-30 seconds, highlighting its efficiency and ease of use.
By putting users at the heart of the redesign, we transformed Zurich’s Ezicover website into a clear, user-friendly, and trustworthy platform.
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