Progressive.com Redesign
Progressive’s site was due for its next major evolution to meet new business needs, accessibility requirements, and performance standards. The existing structure made it hard for users to find consistent paths to start a quote, especially bundled quotes that had a high ROI. As a designer, I partnered with SEO, engineering, and design leadership to redesign the navigation, concept new home and auto pages, improve quote-start UX, and establish a new 100% WCAG-compliant design system. The work improved clarity and consistency across the site and contributed to an overall 1.5% lift in conversion.
Industry
Insurance
Year
2019
Problem
A legacy site falling behind user expectations and business needs
The legacy site made it hard to navigate, understand products, or take action. Slow load times, inconsistent content, and weak mobile and accessibility support caused drop-off, especially on high-value bundled quote flows. Progressive needed a redesign that improved usability, conversion, accessibility, and brand clarity. increase in mobile traffic required more mobile frirnds design and code
Process
Using analytics and usability tests to refine high impact flows
We used analytics, usability testing, card sorting, and qualitative research to uncover friction across hundreds of pages. Mapping content to user intent revealed gaps and redundancies, and testing focused on high-value flows like single and bundled quotes. A mobile-first approach guided IA, content, and conversion-focused UI improvements.
Solution
A faster, more inclusive experience with a modernized brand
The new design includes a simpler, user-tested navigation and streamlined content system through reusable modules and page templates. UX/UI improvements optimized single and bundled quote starts across the entire site. Other optimizations were smarter code for faster performance, accessibility updates across design and code, and a responsive design made the site more inclusive, all wrapped in Progressive’s refreshed, new brand.
Impact
A faster, more accessible site that drives more quotes
The redesign boosted homepage speed by up to 51% and Auto pages by 65%, lifted quote-start conversions 2–4%, and made bundle quotes easier to start. Accessibility hit 98%, updates became faster with reusable templates, and the site is now primed for personalization and high-value journeys.
