Confused.com Homepage Redesign – Martin Gray UX Case Study

This case study covers the redesign of the Confused.com homepage, focusing on improving user journeys, simplifying the car insurance quote process, and increasing conversions through structured A/B testing and iterative UX design.

My role

As the lead designer, I maintained and refined the style guide, ensured consistent branding, redeveloped the quote process, and supported marketing campaigns and digital initiatives for the website and social channels.

• Redesigned the car insurance quote process, increasing conversions by 4%
• Led homepage redesign and branding during company rebrand
• Produced web marketing banners and social media content

The UX challenge

Redesigning the Confused.com homepage required balancing multiple stakeholder priorities, iterative user testing, and careful A/B testing to optimise the conversion funnel without negatively impacting revenue. The project spanned nine months of design, testing, and optimisation.

User research & discovery

• Stakeholder workshops to align business goals
• Customer Q&A research sessions (“Meet the Customer”)
• Card sorting to prioritise homepage content
• Behavioural feedback on quote journey friction points

The approach

Initial concepts were sketched on post-it notes, refined via card sorting, and iteratively prototyped in Balsamiq before coding in HTML. Live A/B tests were run incrementally (1% → 100% of traffic) to measure improvements in click-through and quote completion rates.

“Meet the Customer” sessions provided crucial user feedback, guiding content hierarchy, visual clarity, and interaction flow.

Results

• +2% increase in click-through rate to car insurance quote
• +4% uplift in conversion through quote journey optimisation
• Improved homepage engagement through iterative A/B testing

Click below to view the final build:

A/B Testing & Conversion Optimisation

Multiple homepage variations were tested against the original, measuring click-through, quote completion, and engagement depth. Incremental traffic allocation ensured safe, data-driven improvements.

FAQ

What UX methods were used?

User research, card sorting, iterative wireframing, and live A/B testing.

What impact did the redesign have?

Improved click-through by 2% and quote journey conversions by 4%, resulting in significant revenue increase.