Abacare
Redesigning a website design to boost user trust and lead generation
In this project, I worked on revamping the whole user experience of Abacare’s website by designing a new structure for the company’s website as well as reorganizing its information.
After our work, we achieved a 100% user satisfaction rate and a 73% recommendation rate with the new website design.
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It was my first project heavily involving UX design, and I was carrying it out myself, with support from one developer and a visual designer.
Time frame:
Jan–June, 2020
My role:
UX Designer
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Skills
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Competitive & Comparative Analysis
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Journey Mapping
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Website Usability Testing
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User Interviews
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Wireframes
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Sitemap
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Information Architecture
Problem
The website didn’t reflect the trust and professionalism Abacare offered
Abacare is a leading insurance and advisory company operating across Asia.
But their outdated website wasn’t doing them justice — it looked old-fashioned and didn’t inspire trust.
​Users couldn’t easily understand their services, and content was dense and confusing.
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“Everyone need an insurance, for sure, but where to begin? It's often not clear, and it costs a lot of money: who can I trust?"
- Elaine, 32 yo, HR Manager (Company client)
🔴 Blocks and information on homepage are clustered
🔴 Get a quote' feature is a simple form to fill
🟡 Information and picture are outdated, which gives a sense of unreliability
Solutions
We defined a clear content-led vision for the redesign
I partnered with the product and sales team to set a clear direction through a workshop.
The goal wasn’t just to redesign — it was to rethink how Abacare spoke to clients.​
I then organized those ideas into three main directions:
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Redesign and expand website structure
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To provide a seamless and convenient experience for users, this involved revamping the website map, information architecture, and creating new categories of content to guide users towards the product that best fit their needs.
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Apply the new brand visual identity to the website
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To enhance the user experience and reduce cognitive load, this involved using similar colors, design components, and a consistent layout to help users navigate the website more easily.
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Design an interactive quotation comparison and generator tool.
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This new feature would solve one of Abacare's main pain points by providing users with a range of prices for policies depending on the different benefits they choose, such as inpatient, outpatient, and even the provider, such as Axa, Allianz, and Aetna.
Action #01 - Initial research
I started by understanding what users really needed
At first glance, the Abacare website needed improvement on its visual and user experience, but where to begin?
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We interviewed prospects, leads, and clients across China. In total, I conducted 3 interviews - 2 with individuals and 1 with a company HR.
I wanted to understand how people choose an insurance provider — and what was getting in their way.
What we learnt:
📌 Users didn’t understand the service categories — the insurance language was too complex.
📌There was confusion about how pricing worked and who to contact.
📌 People didn’t trust the site enough to reach out.
Action #02 - Journey Mapping
I mapped the customer journey to find gaps in user's experience
I mapped out key moments in the user journey using the tasks that we asked users to perform during the interview.
This helped highlight:
😕 users felt confused about where to start,
😵overwhelmed by product options,
🤔 curious about pricing,
😤 frustrated with the process,
💪 yet motivated to find out how to contact Abacare
Action #03 - Website Map & Information Architecture
I redesigned the information architecture and key content flows
I wanted the website to be ‘cognitively fluent’, i.e. make sure it would look like what you would expect of an insurance company’s website.
This would increase its credibility and help users navigate through it.
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I started building the website map. I wanted users to be guided throughout the website straight from the homepage, and therefore had to make its map clear and available.
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​I then worked on the wireframe and information architecture of the pages themselves, with particular attention to Homepage, Services pages:
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Finally, I developed a quotation tool with a user-friendly interface for simple price comparisons between different products.
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Prototype & Test
I tested and iterated quickly with real users
We prototyped early versions of the site and ran usability tests to validate our decisions.
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What we learned:
1- Lack of concrete examples
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While they appreciated the new service listing and clearer information, they wanted practical examples to better understand how insurance products work in real life.
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How we solved it: We added a blog on the website with entry points across service pages, offering articles, checklists, and case studies to help users explore topics in more depth.
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2- The quotation tool felt too complex.
Users found the original 4-step process too long and discouraging
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How we solved it: We simplified it to a single pop-up step with key questions, making it easier and more inviting to try out different variables.​
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​After my work was done, I left the website’s visual design, interaction, and then development to another team to finish this project. They would follow our brand visual identity - logo, font, colors, photography, icons, illustrations - that I helped further define when I first came onboard. The final results can now be seen online here.
Visual, interaction design, & development
Launch & Results
The new site gave users clarity — and boosted satisfaction
While I left Abacare before the official launch and couldn’t track business metrics (like traffic, bounce rate, lead generated, or conversions), I conducted a final round of user interviews and surveys using the high-fidelity mockups.
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The results: strong user preference and a high satisfaction score
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🌟Out of 15 respondents, 100% of participants preferred the new website over the old one, citing better structure, clarity, and visual design.
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🌟11 out of 15 like the quotation tool. The main reasons for dislikes were: (1) lack of strong visual design, (2) lack of animation, (3) lack of details or info, like tooltips, about the different benefits on the quotation tool page.​
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🌟 73% (11 out of 15) said they would recommend the website to others — a strong indicator of user satisfaction and perceived value.
For this question, I would follow the same methodology and formula as for the Net Promoter Score (NPS), but couldn’t call it as such due to the limited size of my samples.
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“Definitely an improvement with the previous version! It is easy to understand the scope of insurance and what I could potentially need."
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- Patrick, 44 yo (Individual client)
What Did I Learn
This project was my first experience of doing UX design, and I really enjoyed it! It was for me a sort of initiation to the various methodology and tools that we would use to design a website. It also allowed me to use my knowledge in writing and it made me realize the importance of microcopy and UX writing in website projects.
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I also learned the importance of a clear and well-integrated organization structure that would allow all actors involved to work well together - UX designer, visual designer, developers.
