Industry
Insurance
Company
Progressive Insurance
Year
October 2023
Answers for every insurance question and life stage
Progressive Answers is a self-serve hub that simplifies insurance with clear, jargon-free guidance. While it was originally built to drive organic quote starts on Progressive.com, the experience had outgrown its content, making navigation difficult. The redesign centered on overhauling the information architecture and introducing new page templates with more robust filtering and categorization. I helped restructure the navigation, taxonomy, and content flows to reduce friction, improve discoverability, and create a scalable foundation for future growth.
Problem
Shaping Navigation from Usability Insights
Research showed users often returned to search engines because “Answers” was unclear in navigation and not recognized as a resource. While they appreciated the content once found, they expected a simple FAQ, not an article library. Search results were inaccurate, and a card sort study confirmed “By Product” as the dominant way users organized information, though other groupings like questions, how-to’s, and life-context categories also emerged.
Process
User Testing
Research showed users often returned to search engines because “Answers” was unclear in navigation and not recognized as a resource. While they appreciated the content once found, they expected a simple FAQ, not an article library. Search results were inaccurate, and a card sort study confirmed “By Product” as the dominant way users organized information, though other groupings like questions, how-to’s, and life-context categories also emerged.
Solution
Designing Navigation Grounded in User Needs
Answers Homepage Version 1, Curated Journey Here we promote the depth and breadth of Answers through a curated journey. This journey starts with broad categories and as a users scrolls down the page gets more refined in how the content is organized—setting the stage to the entire site structure. Answers Homepage Version 2, Path to Answers This version aims to simplify the path to an answer by using products & topics as entry points. It relies on establishing a clear and distinct organization of content that will efficiently guide users deeper into the site where users will benefit from the additional functionality on those pages.
IMPACT
Final designs that align to user insights and business needs
The team chose the simpler, more open Path to Answers direction. For the UI, stakeholders preferred a lighter look with subtle dark accents over a fully dark interface. Navigation and categorization were clarified through high-level content buckets on the homepage, with added context to better guide users through Answers.
