Results Page Filters
Compare the Market's mission is to make financial decision-making a breeze for everyone. They strive to provide clear and accurate information, empowering customers to find the right deals and make informed financial choices.
The Challenge.
Compare the Market aggregate motor insurance. Customers answer questions about their vehicle, driving habits and experience, along with personal information. Once all the questions are answered, quotes are presented on the results page.
As part of the page there are filters that allow users to see results that fit their needs best, including cover type and excess amount.
Through customer feedback from Feedbackify, SessionCam, and UserZoom interviews we identified an issue where as the user scrolled through the results the filters were hidden from view. This means you have to scroll back up to make changes, meaning you’d easily lose your place in the results list.
The hypothesis was that we could reposition the filters to solve this problem, but how to do this without impacting the performance of the most important page in the whole flow?
The Team.
I was the UX and UI designer working with a team of front-end & back-end developers, a product owner, a senior optimisation manager, and a user researcher.
Discovery.
Myself and the optimisation manager analysed all the customer feedback that we had recieved through Feedbackify, SessionCam, and UserZoom interviews.
The feedback was clear that users were frustrated with the experience and that having the filters in view would be preferred.
Our biggest challenge was how to achieve this, without impacting the performance of the page or impacting the details of each quote.
Design.
The first stage was to come up with a page framework. I located the filters on the left hand side of the page, with the results on the right. The filter panel would be sticky to the top of the page as the results were scrolled through.
I then looked at how the results would be presented, with particular attention to ensuring each result had the same details as the original page.
Reflection.
After development, the new design page was A/B tested for 5 days, starting at 1% of customers and ramping up to 100%.
After reaching significance, we noted +1.1% uplift in click-through to providers, +1.7% uplift in bridging page views (the page that shows on click through), the variant showed those customers that interacted with the filters had a higher overal propensity to convert.
It was estimated that this would deliver £871,789 revenue p/a.
The new design was then hard-coded and released to all customers.