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Redesign of the online insurance purchase process at Europa Ubezpieczenia
OUTCOMES
What changed after the redesign?
Transparent purchase
process
Customers see pricing, coverage, and options immediately, reducing typical insurance hesitation and lowering abandonment rates.
Simplified paths
and forms
The new purchase flow guides users in a predictable way, reducing form errors and limiting the need to contact a consultant.
Modern and accessible
interface
The refreshed design strengthened the brand’s image as modern and trustworthy. Full WCAG compliance improved usability for all user groups.
PROJECT
Why did Europa Ubezpieczenia redesign its online purchase process?
In online insurance sales, rapid understanding of both the product and the overall process is critical. At Europa Ubezpieczenia, the existing website functioned correctly but did not sufficiently support the offer. Key information such as price, coverage scope, and differences between variants was available but lacked visibility, making navigation difficult and extending purchasing decisions.
The client identified the need for a modern, more transparent, and user-friendly platform. The goal was to simplify the purchase process, increase transparency, and strengthen the brand’s market positioning while improving conversion and overall customer experience.
PROJECT TIME
8 weeks
INDUSTRY
Insurance
COUNTRY
Poland
SERVICES AND SOLUTIONS
The client
Who have we helped?
Europa Ubezpieczenia is one of the fastest-growing insurance companies in the Polish market. For more than 30 years, it has been delivering innovative solutions for customers and business partners. Today, its coverage protects millions of people across Poland, reinforcing its position as one of the industry leaders.
The company specializes in insurance distribution in cooperation with financial institutions, offering products available across multiple channels and designed to be clear and intuitive for users.
REQUIREMENTS
Business challenges
- Simplifying user paths—shortening the purchase process and intuitively guiding customers through each stage to policy completion.
- Process transparency—clearly exposing elements that support informed purchasing decisions.
- Consistent experience across product lines—a flexible platform tailored to the specifics of travel, property, personal, and cancellation cost insurance.
- Full WCAG compliance—ensuring accessibility for all users in line with applicable standards.
- Modernizing visual design and UX—moving away from traditional insurance aesthetics toward a more modern and competitive brand image.
ACTIONS
How was the online insurance purchase process redesigned?
We analyzed existing purchase paths and product characteristics, identifying points where users paused and potential conversion blockers. Based on these insights, we defined a direction for a more intuitive platform structure and clearer purchase flows.
SOLUTION
Scope and delivery model
The project was delivered in short iterations, using customer behavior data to continuously validate the direction of work. Ongoing workshops with the Europa Ubezpieczenia team enabled efficient refinement of functional assumptions, while close collaboration streamlined decision-making and accelerated subsequent implementation stages.
The result is a purchase process that eliminates common friction points and guides customers in a predictable, structured manner. Forms were simplified, and individual steps were arranged to reduce errors and shorten the time required to complete a policy purchase. The modernized visual layer improved clarity and reinforced brand credibility, while full compliance with accessibility standards ensures a comfortable experience regardless of device or customer profile.
FAQ
What customers ask most often?
In this project, the existing website worked correctly, but key information such as price, coverage scope and differences between product variants was not visible enough early in the purchase journey. This made the offer harder to understand and extended purchasing decisions. The redesigned process exposed these elements more clearly from the start, helping to reduce abandonment.