Objective: To determine whether the contact information was grouped logically from a customer’s perspective, evaluate the discoverability of the tabs, assess how well the page facilitated customer decision-making regarding what to ask an agent vs. Auto-Owners, and evaluate the use of the email section.

Method: Conducted a benchmark study with Associates to gather data on user behavior and preferences. This involved usability tests and interviews, where participants navigated the Contact Us page and provided feedback on its layout, clarity, and usefulness.

Findings: The study revealed that customers were often confused about which contact option to use, leading to frustration and unnecessary calls. The discoverability of important tabs was low, and the grouping of contact information didn’t align with customer expectations.

Objective: Based on the findings from the benchmark study, I began trimming unnecessary content and brainstorming different ways to layout the information to create a more intuitive and user-friendly experience.

Key Changes:

• Streamlined Email Section: I gave the email section a bit of a makeover, making it more prominent and easier to access. It’s now positioned where users can easily spot it if they prefer to reach out via email.

• Reorganized Contact Options: I grouped the contact options into clear, easy-to-navigate categories that matched the most common customer inquiries. This made it a lot simpler for users to quickly find the right contact method.

• Removed Tabs for Better Discoverability: The tabs weren’t working at all—people just weren’t finding them. So, I decided to remove them completely and replace them with a more straightforward layout that put everything front and center.

• Simplified Decision-Making: I made it super clear which questions should go to agents and which should be directed to the company. By using clear sections and labels, customers could easily figure out who to contact without second-guessing.

Objective: I wanted to see how well the redesign worked in real-world scenarios and if it made things easier for users.

Method: With the updated prototype based on my research, I conducted another round of usability studies. I focused a lot on the mobile view since most customers would be checking the contact page on their phones.

Focus Areas: I looked at how customers were getting in touch with us, whether the contact info was grouped in a way that made sense to them, and how they used Google search versus our internal search. This was important because my next project was to improve the search feature on the public site.

Results: The usability studies showed a big improvement in user engagement—people were finding the info they needed much faster.