Compare.com
Compare.com seeks to provide solutions that help you take small steps to make big decisions. We're here to empower you to get ahead today and build toward a brighter tomorrow by putting money back in your pocket.
Compare.com Redesign
view live websiteWhen I joined Compare.com in 2015 as a Senior UX Designer, the WordPress-based marketing site was in urgent need of a rebrand. The color palette and typography lacked visual appeal, and the use of outdated clip-art visuals failed to resonate with the target audience. The existing design did not effectively communicate the company's message or value proposition.
My objective was a comprehensive redesign of the brand identity, focusing on enhancing the user experience, improving conversion rates for quote initiations, and optimizing the site for SEO performance.
Goal:
- Improve visual experience and usability
- Update the brand to appeal to a more youthful, savvy audience
- Increase quote start rate
- Improve SEO
- Branding: Custom icons, updated photography, color pallette, look and feel
- Increased Quote Starts: Placed Quote Box components in key locations throughout the site
- Improved SEO: Developed key informational pages aligned with the Marketing Department's SEO recommendations
- Led the redesign
- Collaborated with business owners and Marketing to define targeted updates
- Rebuilt the site theme in WordPress (HTML, CSS, PHP)
- Website is currently live
Old Design
- Problem: The outdated website failed to represent the company's high-tech, cutting-edge brand identity.
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Issues:
- Clarity: The site's core purpose was unclear, often mistaken for a used car marketplace or standalone insurance provider.
- Design: Unappealing colors and excessive clipart undermined credibility and modern appeal.
New Design
- Objective: Reimagine Compare.com's brand to align with its purpose and target audience.
- Target Audience: Young professional millennials seeking tailored insurance solutions.
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Approach:
- Visual Refresh: Brighter color palette, sleek modern icons, and relatable photography.
- Trust Elements: Customer testimonials and insurance carrier logos to emphasize credibility.
- Goal: Connect with the audience and highlight Compare.com's value in delivering the best coverage at the best price.
Fully Responsive Layout
As with any successful design project, execution is key. Beyond redesigning the site, I ensured the implementation was pixel-perfect, maintaining the highest standards of quality and attention to detail. I also updated the underlying code to guarantee full accessibility, ensuring the site was inclusive and compliant with accessibility standards. The design was optimized to deliver a seamless and visually appealing experience across all screen sizes, from desktops to mobile devices, providing a consistent and engaging user journey.
view live websiteConclusion
For this project, it was essential to understand why Compare.com's existing website was failing to convey the desired brand identity. Through extensive user research, testing, and competitor analysis, we identified the need for a modern, engaging design that would resonate with a younger, tech-savvy audience. Our goal was to enable users to easily compare rates from dozens of insurance carriers and find the best auto insurance at the most competitive prices.
Achieving this required multiple iterations—some of which did not meet expectations—but ultimately, we delivered a rebranded marketing website that effectively communicated Compare.com's value proposition. The final design not only provided clear, valuable information about auto insurance but also streamlined the customer journey, helping users confidently discover the best rates for their needs.