Optimizing the conversion rate was the key objective. However, we knew that we needed to get into the minds of different types of potential customers, to truly understand their behavior and priorities when dealing with insurances.
Therefore, we simultaneously designed multiple iterations, observed and emphatized with a bunch of different potential customers, ideated and increased our understanding of user-needs. Solving the right problem was the core objective here.
Identifying previously unmet needs of already existing landingpages and competitors, offered opportunities for improvement and a real product advantage.
↪ Human-centered Design