Recover Cover
![two phones displaying new Recover Cover pages](https://freight.cargo.site/t/original/i/40527e380cf64c9453885ce5e915d62b98431d3208d57b4e579a9383ffaaff76/Header.png)
︎︎︎ 2023
︎︎︎ UX/UI
︎︎︎ Mobile
︎︎︎ 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
![]()
![](https://freight.cargo.site/t/original/i/a655139fc700139da9e663f47b24a5f4ba83a9af30ea4063995733e7bffefcfa/Control1.png)
Variation 1 & 2
![]()
![](https://freight.cargo.site/t/original/i/a03f1d714b8557010ea5de618aab94e43748a1687f92855a712e4cc9f58a719b/Experiment1.png)
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.
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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
![]()
![](https://freight.cargo.site/t/original/i/73f08e1be531a5629e24b12a6a37448f684cefcb76e44ae867ce0a13e65d7597/Control2.png)
Variation 1 & 2
![]()
![](https://freight.cargo.site/t/original/i/1dff48ea0b3933e07aa508aa9ce187ab4161b35e6635240e3ef1509f5798fa34/Experiment2.png)
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
x
Variation 1 & 2
![]()
![](https://freight.cargo.site/t/original/i/aa947d32e9129bf2cee36a3b6c1a9831b4169aaa580a87626dff3ae4f2791756/Experiment3.png)
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
![]()
![](https://freight.cargo.site/t/original/i/b6baadbe55031398ac3909d159ba6c22439458695cbbf84b86e679d39689feb1/Control5.png)
Variation 1 & 2
![]()
![](https://freight.cargo.site/t/original/i/6c6c9d702587f6486be529bd2fdbd1109de6ecb81781471406e32e5d5487d9d3/Experiment5.png)
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.
Variation 1
Dividing products into life stages with the ability to scroll through.
Current state
![](https://freight.cargo.site/t/original/i/01b82b8f7c186ba91bc2c2b22ab46b59d67c938792cb5eeca9f726b71056ff43/Control4b.png)
![](https://freight.cargo.site/t/original/i/ddeed04f258b3369ab369e224a6a76a17b6a98def7c883c1b93b257263cc1b9e/Control4a.png)
Variation 1
![]()
![](https://freight.cargo.site/t/original/i/4c16ce4f3275f323891ca7a36664b721dd9cbf4d4f8daaa8baca1d0b179fcf46/Experiment4b.png)
Variation 2
Ability to filter products based on life stage.
Current state
![](https://freight.cargo.site/t/original/i/01b82b8f7c186ba91bc2c2b22ab46b59d67c938792cb5eeca9f726b71056ff43/Control4b.png)
![](https://freight.cargo.site/t/original/i/ddeed04f258b3369ab369e224a6a76a17b6a98def7c883c1b93b257263cc1b9e/Control4a.png)
Variation 2
![]()
![](https://freight.cargo.site/t/original/i/03c1673ff56700999ff56e7f0a7141c13303029c3311434aedd3a41cbd952a04/Experiment4a.png)
* The landing page was its current state in 2022. This was a self directed project and not implemented by the client.