Embroker
Modernizing Embroker's website for conversion and confidence.
Summary
I led the redesign of Embroker’s key landing pages to make business insurance simpler, clearer, and easier to act on. Many customers struggled to understand which coverages applied to their industry or how to start a quote. Working with marketing, research, and engineering, I redesigned these pages to improve clarity, trust, and conversion. This work boosted quote starts, drove higher engagement, and helped secure $300,000 in funding for a full website overhaul.
Key Results
3.2% Quote start increase from the home page
28% Quote start Increase from our Law page
$300k in funding secured for full website redesign
Role & Timeline
Product Designer
1 month
Methods
Competitive Audits
Behavioral Analytics review
Design Workshop
Jobs to Be Done
Wireframing and Prototyping
Visual hierarchy
Design critiques
Understanding the problem
The existing Embroker marketing site, especially for our vertical-specific landing pages, was underperforming. Many users couldn’t easily tell which coverage applied to their business, or where to start the quoting process.
In unmoderated usability tests, only two out of six participants could find the right coverage within 90 seconds. Four out of six participants picked the small business category instead of their specific industry. Internal metrics showed high drop-offs and confusion, with many visitors abandoning quotes before even starting them.
The current search tool required overly specific queries, making it hard to discover relevant coverage information. Stakeholders also flagged that outdated messaging and visuals hurt trust and didn’t support Embroker’s premium brand perception.
Our challenge was clear: make the experience more intuitive and build confidence in Embroker’s expertise.
Original Home Page design
What we learned
I ran unmoderated sessions in UserBrain and analyzed on-site behavior with Hotjar, Heap, and Google Analytics. Working alongside the research and marketing teams, we surfaced key insights:
Main themes we noticed from our tests were:
🤔 Customers often miscategorized themselves under the wrong industry
😰 Industry jargon created confusion and led to drop-offs
🔎 Only 3 of 6 participants could use the search tool successfully
🫥 Many users missed or ignored calls to action
👍 Social proof and peer testimonials strongly increased trust
We also learned from competitor reviews (Chubb, biBERK) that their strong use of customer reviews and industry-specific proof points built confidence. Participants felt those competitors “understood them” faster and more clearly. Using the information we collected, we mapped our our customers behavior and Jobs to Be Done to identify opportunity areas to address on our site.
Mapping out Customer Home Page JTBD
Designing the experience
My design strategy focused on making the experience simpler, more confident, and easier to act on.
Key design directions included:
1. Structuring pages with clearer headings to improve navigation and scanning
Surfacing key coverages early with plain-language descriptions to support comprehension
3. Moving CTAs above the fold so customers could start quotes faster
4. Adding testimonials to boost social proof and trust
5. Optimizing the mobile experience for better SEO and readability
I created responsive prototypes in Figma and tested them with seven participants. Six of the seven gave the new experience a 5 out of 5. They described the designs as “clear,” “straightforward,” and “easy to navigate.” Users found it easier to pick the right coverage and start the quote process without feeling overwhelmed.
Law Page Redesign explorations
Impact and outcomes
After launching the redesigned pages, we saw:
📈 3.2% Increase in quote starts from the Home page
📈 28% Increase in quote starts from the Law Industry page
💸 $300k in funding Secured for full website redesign
In addition, this redesign was cited by our leadership as making Embroker's offerings feel more accessible and aligned with our brand values.
Home Page Final Redesign
Law Page Final Redesign
Next steps
With a strong foundation in place, I worked with the marketing team to build out our roadmap for fast follows. We identified other key industry and coverage pages that we wanted to redesign and apply the same styles to. We also discussed potential A/B testing opportunities to ensure that we were continuing to dial in our experiences based on our customers behavior and expectations.
After releasing our updated Consultant and Real Estate industry pages, we were notified that we would be receiving $300k in funding to begin the redesign of our entire marketing website. We began the process of building out team and identifying what work would need to be done to meet our reveal at Insuretech 2024.
Thanks!
Thank you so much for taking the time to view my work.
Embroker
Modernizing Embroker's website for conversion and confidence.
Impact and outcomes
After launching the redesigned pages, we saw:
📈 3.2% Increase in quote starts from Home page
📈 28% Increase in quote starts from the Law Industry page
💸 Secured $300k in funding for full website redesign
Home Page Final Redesign
Home Page Final Redesign
Law Page Final Redesign
Law Page Final Redesign
In addition, this redesign was cited by our leadership as making Embroker's offerings feel more accessible and aligned with our brand values.
Next steps
With a strong foundation in place, I worked with the marketing team to build out our roadmap for fast follows. We identified other key industry and coverage pages that we wanted to redesign and apply the same styles to. We also discussed potential A/B testing opportunities to ensure that we were continuing to dial in our experiences based on our customers behavior and expectations.
After releasing our updated Consultant and Real Estate industry pages, we were notified that we would be receiving $300k in funding to begin the redesign of our entire marketing website. We began the process of building out team and identifying what work would need to be done to meet our reveal at Insuretech 2024.
Next steps
With a strong foundation in place, I worked with the marketing team to build out our roadmap for fast follows. We identified other key industry and coverage pages that we wanted to redesign and apply the same styles to. We also discussed potential A/B testing opportunities to ensure that we were continuing to dial in our experiences based on our customers behavior and expectations.
After releasing our updated Consultant and Real Estate industry pages, we were notified that we would be receiving $300k in funding to begin the redesign of our entire marketing website. We began the process of building out team and identifying what work would need to be done to meet our reveal at Insuretech 2024.
Thanks!
Thank you so much for taking the time to view my work.
Designing the experience
My design strategy focused on making the experience simpler, more confident, and easier to act on.
Key design directions included:
1. Structuring pages with clearer headings to improve navigation and scanning
Surfacing key coverages early with plain-language descriptions to support comprehension
3. Moving CTAs above the fold so customers could start quotes faster
4. Adding testimonials to boost social proof and trust
5. Optimizing the mobile experience for better SEO and readability
I created responsive prototypes in Figma and tested them with seven participants. Six of the seven gave the new experience a 5 out of 5. They described the designs as “clear,” “straightforward,” and “easy to navigate.” Users found it easier to pick the right coverage and start the quote process without feeling overwhelmed.
Law Page Redesign explorations
Designing the experience
My design strategy focused on making the experience simpler, more confident, and easier to act on.
Key design directions included:
1. Structuring pages with clearer headings to improve navigation and scanning
Surfacing key coverages early with plain-language descriptions to support comprehension
3. Moving CTAs above the fold so customers could start quotes faster
4. Adding testimonials to boost social proof and trust
5. Optimizing the mobile experience for better SEO and readability
I created responsive prototypes in Figma and tested them with seven participants. Six of the seven gave the new experience a 5 out of 5. They described the designs as “clear,” “straightforward,” and “easy to navigate.” Users found it easier to pick the right coverage and start the quote process without feeling overwhelmed.
Law Page Redesign explorations
What we learned
I ran unmoderated sessions in UserBrain and analyzed on-site behavior with Hotjar, Heap, and Google Analytics. Working alongside the research and marketing teams, we surfaced key insights:
Main themes we noticed from our tests were:
🤔 Customers often miscategorized themselves under the wrong industry
😰 Industry jargon created confusion and led to drop-offs
🔎 Only 3 of 6 participants could use the search tool successfully
🫥 Many users missed or ignored calls to action
👍 Social proof and peer testimonials strongly increased trust
We also learned from competitor reviews (Chubb, biBERK) that their strong use of customer reviews and industry-specific proof points built confidence. Participants felt those competitors “understood them” faster and more clearly.
Mapping out Customer Home Page JTBD
What we learned
I ran unmoderated sessions in UserBrain and analyzed on-site behavior with Hotjar, Heap, and Google Analytics. Working alongside the research and marketing teams, we surfaced key insights:
Main themes we noticed from our tests were:
🤔 Customers often miscategorized themselves under the wrong industry
😰 Industry jargon created confusion and led to drop-offs
🔎 Only 3 of 6 participants could use the search tool successfully
🫥 Many users missed or ignored calls to action
👍 Social proof and peer testimonials strongly increased trust
We also learned from competitor reviews (Chubb, biBERK) that their strong use of customer reviews and industry-specific proof points built confidence. Participants felt those competitors “understood them” faster and more clearly.
Mapping out Customer Home Page JTBD
Understanding the problem
The existing Embroker marketing site, especially for our vertical-specific landing pages, was underperforming. Many users couldn’t easily tell which coverage applied to their business, or where to start the quoting process.
In unmoderated usability tests, only two out of six participants could find the right coverage within 90 seconds. Four out of six participants picked the small business category instead of their specific industry. Internal metrics showed high drop-offs and confusion, with many visitors abandoning quotes before even starting them.
The current search tool required overly specific queries, making it hard to discover relevant coverage information. Stakeholders also flagged that outdated messaging and visuals hurt trust and didn’t support Embroker’s premium brand perception.
Our challenge was clear: make the experience more intuitive and build confidence in Embroker’s expertise.
Original Home Page design
Understanding the problem
The existing Embroker marketing site, especially for our vertical-specific landing pages, was underperforming. Many users couldn’t easily tell which coverage applied to their business, or where to start the quoting process.
In unmoderated usability tests, only two out of six participants could find the right coverage within 90 seconds. Four out of six participants picked the small business category instead of their specific industry. Internal metrics showed high drop-offs and confusion, with many visitors abandoning quotes before even starting them.
The current search tool required overly specific queries, making it hard to discover relevant coverage information. Stakeholders also flagged that outdated messaging and visuals hurt trust and didn’t support Embroker’s premium brand perception.
Our challenge was clear: make the experience more intuitive and build confidence in Embroker’s expertise.
Original Home Page design
Summary
I led the redesign of Embroker’s key landing pages to make business insurance simpler, clearer, and easier to act on. Many customers struggled to understand which coverages applied to their industry or how to start a quote. Working with marketing, research, and engineering, I redesigned these pages to improve clarity, trust, and conversion. This work boosted quote starts, drove higher engagement, and helped secure $300,000 in funding for a full website overhaul.
Summary
I led the redesign of Embroker’s key landing pages to make business insurance simpler, clearer, and easier to act on. Many customers struggled to understand which coverages applied to their industry or how to start a quote. Working with marketing, research, and engineering, I redesigned these pages to improve clarity, trust, and conversion. This work boosted quote starts, drove higher engagement, and helped secure $300,000 in funding for a full website overhaul.
Key Results
3.2% Quote start increase from the home page
28% Quote start Increase from our Law page
$300k in funding secured for full website redesign
Role & Timeline
Product Designer
1 month
Methods
Competitive Audits
Behavioral Analytics review
Design Workshop
Jobs to Be Done
Wireframing and Prototyping
Visual hierarchy
Design critiques
Embroker
Modernizing Embroker's website for conversion and confidence.
Impact and outcomes
After launching the redesigned pages, we saw:
📈 3.2% Increase in quote starts from Home page
📈 28% Increase in quote starts from the Law Industry page
💸 Secured $300k in funding for full website redesign
Home Page Final Redesign
Home Page Final Redesign
Law Page Final Redesign
Law Page Final Redesign
In addition, this redesign was cited by our leadership as making Embroker's offerings feel more accessible and aligned with our brand values.
Next steps
With a strong foundation in place, I worked with the marketing team to build out our roadmap for fast follows. We identified other key industry and coverage pages that we wanted to redesign and apply the same styles to. We also discussed potential A/B testing opportunities to ensure that we were continuing to dial in our experiences based on our customers behavior and expectations.
After releasing our updated Consultant and Real Estate industry pages, we were notified that we would be receiving $300k in funding to begin the redesign of our entire marketing website. We began the process of building out team and identifying what work would need to be done to meet our reveal at Insuretech 2024.
Next steps
With a strong foundation in place, I worked with the marketing team to build out our roadmap for fast follows. We identified other key industry and coverage pages that we wanted to redesign and apply the same styles to. We also discussed potential A/B testing opportunities to ensure that we were continuing to dial in our experiences based on our customers behavior and expectations.
After releasing our updated Consultant and Real Estate industry pages, we were notified that we would be receiving $300k in funding to begin the redesign of our entire marketing website. We began the process of building out team and identifying what work would need to be done to meet our reveal at Insuretech 2024.
Thanks!
Thank you so much for taking the time to view my work.
Designing the experience
My design strategy focused on making the experience simpler, more confident, and easier to act on.
Key design directions included:
1. Structuring pages with clearer headings to improve navigation and scanning
Surfacing key coverages early with plain-language descriptions to support comprehension
3. Moving CTAs above the fold so customers could start quotes faster
4. Adding testimonials to boost social proof and trust
5. Optimizing the mobile experience for better SEO and readability
I created responsive prototypes in Figma and tested them with seven participants. Six of the seven gave the new experience a 5 out of 5. They described the designs as “clear,” “straightforward,” and “easy to navigate.” Users found it easier to pick the right coverage and start the quote process without feeling overwhelmed.
Law Page Redesign explorations
Designing the experience
My design strategy focused on making the experience simpler, more confident, and easier to act on.
Key design directions included:
1. Structuring pages with clearer headings to improve navigation and scanning
Surfacing key coverages early with plain-language descriptions to support comprehension
3. Moving CTAs above the fold so customers could start quotes faster
4. Adding testimonials to boost social proof and trust
5. Optimizing the mobile experience for better SEO and readability
I created responsive prototypes in Figma and tested them with seven participants. Six of the seven gave the new experience a 5 out of 5. They described the designs as “clear,” “straightforward,” and “easy to navigate.” Users found it easier to pick the right coverage and start the quote process without feeling overwhelmed.
Law Page Redesign explorations
What we learned
I ran unmoderated sessions in UserBrain and analyzed on-site behavior with Hotjar, Heap, and Google Analytics. Working alongside the research and marketing teams, we surfaced key insights:
Main themes we noticed from our tests were:
🤔 Customers often miscategorized themselves under the wrong industry
😰 Industry jargon created confusion and led to drop-offs
🔎 Only 3 of 6 participants could use the search tool successfully
🫥 Many users missed or ignored calls to action
👍 Social proof and peer testimonials strongly increased trust
We also learned from competitor reviews (Chubb, biBERK) that their strong use of customer reviews and industry-specific proof points built confidence. Participants felt those competitors “understood them” faster and more clearly.
Mapping out Customer Home Page JTBD
What we learned
I ran unmoderated sessions in UserBrain and analyzed on-site behavior with Hotjar, Heap, and Google Analytics. Working alongside the research and marketing teams, we surfaced key insights:
Main themes we noticed from our tests were:
🤔 Customers often miscategorized themselves under the wrong industry
😰 Industry jargon created confusion and led to drop-offs
🔎 Only 3 of 6 participants could use the search tool successfully
🫥 Many users missed or ignored calls to action
👍 Social proof and peer testimonials strongly increased trust
We also learned from competitor reviews (Chubb, biBERK) that their strong use of customer reviews and industry-specific proof points built confidence. Participants felt those competitors “understood them” faster and more clearly.
Mapping out Customer Home Page JTBD
Understanding the problem
The existing Embroker marketing site, especially for our vertical-specific landing pages, was underperforming. Many users couldn’t easily tell which coverage applied to their business, or where to start the quoting process.
In unmoderated usability tests, only two out of six participants could find the right coverage within 90 seconds. Four out of six participants picked the small business category instead of their specific industry. Internal metrics showed high drop-offs and confusion, with many visitors abandoning quotes before even starting them.
The current search tool required overly specific queries, making it hard to discover relevant coverage information. Stakeholders also flagged that outdated messaging and visuals hurt trust and didn’t support Embroker’s premium brand perception.
Our challenge was clear: make the experience more intuitive and build confidence in Embroker’s expertise.
Original Home Page design
Understanding the problem
The existing Embroker marketing site, especially for our vertical-specific landing pages, was underperforming. Many users couldn’t easily tell which coverage applied to their business, or where to start the quoting process.
In unmoderated usability tests, only two out of six participants could find the right coverage within 90 seconds. Four out of six participants picked the small business category instead of their specific industry. Internal metrics showed high drop-offs and confusion, with many visitors abandoning quotes before even starting them.
The current search tool required overly specific queries, making it hard to discover relevant coverage information. Stakeholders also flagged that outdated messaging and visuals hurt trust and didn’t support Embroker’s premium brand perception.
Our challenge was clear: make the experience more intuitive and build confidence in Embroker’s expertise.
Original Home Page design
Summary
I led the redesign of Embroker’s key landing pages to make business insurance simpler, clearer, and easier to act on. Many customers struggled to understand which coverages applied to their industry or how to start a quote. Working with marketing, research, and engineering, I redesigned these pages to improve clarity, trust, and conversion. This work boosted quote starts, drove higher engagement, and helped secure $300,000 in funding for a full website overhaul.
Summary
I led the redesign of Embroker’s key landing pages to make business insurance simpler, clearer, and easier to act on. Many customers struggled to understand which coverages applied to their industry or how to start a quote. Working with marketing, research, and engineering, I redesigned these pages to improve clarity, trust, and conversion. This work boosted quote starts, drove higher engagement, and helped secure $300,000 in funding for a full website overhaul.
Key Results
3.2% Quote start increase from the home page
28% Quote start Increase from our Law page
$300k in funding secured for full website redesign
Role & Timeline
Product Designer
1 month
Methods
Competitive Audits
Behavioral Analytics review
Design Workshop
Jobs to Be Done
Wireframing and Prototyping
Visual hierarchy
Design critiques