Duuo by Co-operators a B2B and B2C insurance company that allows businesses and individuals to partner with and purchase their insurance products. The goal of this project was to revise the old website to create a more clear pathway to the products that each distinct audience needed to get to.
My role was to engage in user research, site mapping, wireframing, and user interface design based on new brand elements in order to create a simple and engaging site that would drive client engagement and more insurance purchases and partnerships.
Role
User Experience Facilitator
Web Designer
Web Designer
Focus
Research, Ideation, Wireframing, UX Design, System Development, Quality Assurance (QA), Visual Identity Design, UI Design, Branding
User Research Workshop
One of the major achievements of this project was successfully advocating for user testing both before and after the implementation phase. This ensured that the data gathered played a crucial role in validating the website's overall success and usability. The main challenge for Duuo was its wide range of product offerings across various market segments, which led to confusion among potential customers in both B2B and B2C spaces. Another critical issue was the overwhelming number of external links that detracted from the purchasing journey, causing drop-offs.
By leveraging user research insights from the User Experience Researcher, I facilitated a workshop with our internal team to redesign the navigation structure. The solution was an intuitive, self-guided experience that allowed users to effortlessly navigate to the products they needed, akin to a "choose your own adventure" journey. This approach streamlined the user flow, reducing friction and improving the overall customer experience.
Wireframes
Following the workshop and the development of the information architecture, I created wireframes that were grounded in our research findings. These wireframes were then tested with real users, allowing the client to validate the effectiveness of the design. This iterative process ensured that the solutions directly addressed the initial pain points, providing a seamless user experience and meeting both business and customer needs.
Design
In the final phase, I brought the new Duuo brand to life through a website design that seamlessly integrated their updated brand and bespoke illustrations. LSS commissioned a talented illustrator to create custom spot illustrations that visually tied the insurance theme to a Canadian context. Drawing from these illustrations and the new brand guidelines, I crafted a design that balanced functionality with visual appeal. The result was a cohesive and engaging website that reflected the brand’s personality while enhancing the user experience.
Brand Guidelines
In addition to the website, I led the creation of new brand guidelines that would empower Duuo's internal team to consistently apply the refreshed brand across all touchpoints. While the logo was designed externally, I took charge of defining the brand’s color palette, typography, and overall visual direction. I also collaborated closely with the Duuo team to select illustrations from the commissioned illustrator, ensuring that each element aligned with best practices in design and reinforced the brand’s identity. The result was a comprehensive set of guidelines that provided a clear framework for maintaining brand consistency.
