Driving Customer Acquisition Through CX Design
In today’s digital landscape, customer experience (CX) design is critical to driving acquisition and long-term business growth. As a CX consultant, I help brands create seamless, customer-focused digital experiences that boost engagement, conversion, and loyalty. Below is a case study that illustrates how my CX design services played a pivotal role in helping a digital-first car insurance provider overcome acquisition challenges and achieve sustainable growth.
The Challenge: A Need for Holistic Customer Experience Design
The client, a digital-first car insurance provider, faced significant hurdles in acquiring new customers through their online platform. With a model fully dependent on digital channels— from policy purchase to claims management— the company needed a comprehensive strategy to improve conversions. However, they faced multiple obstacles:
Outdated Customer Insights: The company was operating with outdated personas and customer journey maps. Without understanding current customer behaviors, their attempts to optimize the site for conversion were missing the mark
Limited Resources: With no in-house CX or UX specialists, they relied on a small analytics team to run limited CRO experiments that yielded minimal results
Competitive Market: The crowded car insurance market made it difficult to drive organic traffic through non-branded SEO, leaving acquisition goals unmet
The company knew they needed to improve their digital brand experience but lacked the internal expertise and research-driven insights to execute an effective strategy.
My Approach: Customer-Centric Research and CX Design
When I was brought on board, the first step was to shift the focus toward a customer-centric approach. I introduced a CX design framework built around empathy, research, and data-driven decisions—key components to designing digital experiences that resonate with customers and drive conversions.
Here’s how I helped transform their digital experience:
Customer Research and Behavioral InsightsI conducted large-scale surveys targeting specific demographic and geographic profiles based on their outdated personas. This allowed me to gather updated insights into their ideal customer profile's (ICP) needs, behaviors, and pain points. Understanding these factors was essential in crafting digital experiences that truly resonated with prospective customers.
Heuristic Analysis and Usability TestingI performed an in-depth heuristic analysis of their key landing pages, including the home page, reviews page, and the policy application flow. These “money” pages were crucial for conversion, and I identified multiple usability issues creating friction points for potential customers.
CRO Strategy and Experiment DesignBased on the research findings, I developed testable hypotheses for improving conversion rates. This included specific recommendations for content adjustments, design changes, and the introduction of emotional design elements to build trust with users. I crafted a CRO experimentation roadmap, allowing the team to test and iterate on changes effectively.
Emotional Design and Brand ExperienceResearch revealed that customers were questioning the authenticity of the brand due to a lack of transparency in reviews (no negative reviews were visible). I recommended specific adjustments to brand messaging and visual design, incorporating emotional triggers that would build trust and align with the values of their target audience. This included a more authentic tone in copy, along with UX design that promoted transparency and honesty.
Collaborative Cross-Functional ExecutionI worked closely with their internal analytics and development teams to ensure that research-informed recommendations were executed properly. By creating a collaborative workflow, we were able to instill empathy and a deep understanding of customer friction points across teams.
Results: Sustained Conversion Growth and Lasting CX Improvements
Through these customer-centric strategies, we saw significant improvements in key areas of the company’s digital experience:
Increased Conversion Rates: The usability improvements and CRO strategies applied to the home page and reviews page resulted in measurable increases in conversion rates from organic traffic
Sustained Impact: A year and a half later, many of the recommendations I made are still live, continuing to drive results and improve customer acquisition
A Stronger Foundation for Customer-Centric Design: The company’s leadership embraced the customer-centric mindset and continues to build on the foundational CX strategies we implemented
While the leadership team originally had unrealistic expectations for immediate results, the long-term value of a research-driven, customer-focused approach was proven to be a sustainable path to growth.
What This Case Study Demonstrates About My CX Design Services
This case study exemplifies the depth of my CX design process and how I bring customer insights, UX architecture, and strategic experimentation to help brands achieve real results. Whether it’s improving conversion rates, refining a brand’s emotional design, or crafting a cohesive digital experience, my approach is always centered on understanding customer needs and aligning them with business goals.
Here’s how my services can support your brand’s digital transformation:
Customer-Centric Research: Understanding what drives your customers is at the core of great CX design. I leverage research to inform every recommendation and strategy
CRO and Iterative Experimentation: I create data-driven roadmaps for experimentation, continuously refining your digital experience based on real-world feedback and testing
Emotional Design and Brand Experience: I help brands connect with customers emotionally through design elements that build trust and enhance loyalty
UX Architecture for Digital Platforms: I design digital platforms that are not only visually appealing but functionally optimized for ease of use and conversion
If you’re ready to see how a research-informed, customer-first approach can elevate your brand’s digital experience, let’s start a conversation.
Ready to Elevate Your Digital Experience?
Explore how my CX design services can transform your brand’s customer journey and drive measurable growth. From in-depth customer research to CRO experimentation and emotional design, I’ll help you create digital experiences that resonate with your audience and deliver results.
Let’s start with a free 15-minute consultation to discuss your brand’s needs and how I can support your goals.