Confused.com Quote Journey Redesign
Tools: Figma • Illustrator • Adobe XD
Role: Senior Visual Designer
Duration: 2022 (on-going improvements)
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The Approach:
To modernise Confused.com’s quote journeys, I led a strategic redesign grounded in clarity, accessibility, and visual coherence. My focus extended beyond aesthetics: I aligned user needs, brand expression, and technical constraints to build a system that scales across products and platforms.
Through user research, iterative prototyping, and cross-functional workshops, I identified the key points where users felt uncertainty. These became opportunities to strengthen trust through cleaner hierarchy, more intentional interactions, and a more expressive yet unobtrusive visual language.
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Key Contributions:
Reimagined the end-to-end quote experience
• Redesigned the full home and car quote journeys — from form flows to results screens — with a focus on clarity, reduced friction, and stronger alignment to brand principles.
Crafted a high-performing visual system
• Refined typography, spacing, colour, and layout to create a visual rhythm that improves scannability and reduces cognitive load.
• Established consistent visual behaviours for states, interactions, and error handling to improve usability.
Built a scalable component library
• Developed a modular component system enabling cross-product consistency and faster design/development cycles.
• Documented patterns and usage rules to ensure repeatable, high-quality execution across teams.
Elevated accessibility and inclusivity
• Embedded WCAG-compliant patterns into every component and flow, improving readability, contrast, form usability, and assistive-technology support.
Validated with real users
• Prototyped and tested interactions with users to uncover behavioural patterns and refine visual decisions.
• Used analytics to guide prioritisation and measure the impact of changes.
This was not a visual refresh — it was a foundational redesign that unified behaviour, brand, and product strategy.
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The Outcome & Impact:
The redesigned quote journey now reflects Confused.com’s promise of simplicity by delivering a cleaner, more confident user experience — one that is consistent, accessible, and built for scale.
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Results:
• +2% increase in conversion since the late-2022 launch.
• Users report greater clarity, reduced confusion, and easier navigation through lengthy forms.
• A unified design language now spans journeys, devices, and platforms — enabling faster iteration and future product expansion.
• The new system significantly reduced design/development overhead and improved cross-team alignment.
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Product quote journeys: