Recover Cover

︎︎︎ 2023

︎︎︎ UX/UI
︎︎︎ Mobile

Improving friction points in the HCF Recover Cover landing page* through Experimentation Design practices. I created two design variations, ready for A/B testing.

Current state review

Heavy copy and long pieces of text
Lacking scan-ability and natural page flow
Product tiles are not distinguished from other content
Users are unable to find the right product for them
Content is not tailored for a mobile device.

Main changes implemented

Reframed Recovery Cover and product discovery
Allowed users to click through to a product page
Helped users understand which cover is right for their needs
Removed grey border and reduced page length.

Implementations across both variations

Hero banner

Opportunity for improvement: The hero takes up a lot of space and does not explain what Recover Cover is.

Framed the product into the hero
Added subheader text to add context
Added a button to direct the user straight to the product tiles.

Current state

Variation 1 & 2

USPs supported by icons

Opportunity for improvement: The Recover Cover description is long, text heavy and is lacking scan-ability. The call button enourages users to contact the call centre rather than scrolling further through the page. This could result in overwhelming their customer service team.

Created a shorter summary to cut down content
Added icons as visual cues and better scan-ability
Removed “call” button to keep users on the page. If direct contact support is needed, the phone number is in the footer.

Current state

Variation 1 & 2

Awards content block

Opportunity for improvement: Increase trust with customers by placing awards onto the page.

Created an “award-winning cover” content block that shows all award badges.

Current state

x

Variation 1 & 2

FAQs accordion

Opportunity for improvement: The FAQs section is long and needs to be reorganised to reduce page length and add structure.

Placed FAQs in an accordion.

Current state

Variation 1 & 2

Product list and cards

Opportunity for improvement: The current product tiles do not look like product options. There is an opportunity to combine both product sections to create a more intuitive experience for the user. This will also allow for a shorter page length.

Combined two content blocks from the current version and created one “Find the right product for you” content block
Recreated the structure of the product tiles. Rewrote content into short points, added age range and included price
Split the products into 3 HCF life stages: Family, Young adults and Over 55. This was added to the product tiles to prioritise life focussed content.