Work iSelect Website

Deliverables
  • Wireframes & Prototypes
  • Interface design
  • Digital style guide
  • Front-end development
  • Digital Art Direction
Overview

When it comes to crucial financial decisions, millions of Australians trust the advice provided by iSelect for getting the best deal. We won the competitive pitch to do a complete overhaul of iSelect’s website, and put together a digital style guide to help keep other business outputs digitally consistent. The project revolved around the need to increase conversions without taking away from iSelect’s distinctive personality.

 
Background

TOO BIG TO TACKLE ALONE

The size of this project was immense, and would require a collaborative effort between us and iSelect’s digital and communications teams if we were going to get it right from the start. Our role was to take the client’s extensive list of requirements and break it down into fixes to be done now, and UX and design changes to be rolled out over time. We worked side-by-side with the client at every crucial stage, with regular WIP meetings to keep everyone happy and on track. We also utilised user and website analytics to help refine our work as we went. 

For us at Icon, we believe that this is how the best and most successful projects are ideated, produced and released – with strong inter-business communications and teamwork. 
 

Challenges

IMPROVING A MULTI-STEP SALES FUNNEL

Like all well thought through design, the project started with wireframes and prototypes. This gave our team, as well as the client, the ability to ideate and test prototypes and functionality before committing time and effort to the build.

The biggest challenge we faced during the project was the complete overhaul of the sales funnel. It required us approaching the issue from multiple angles with a serious usability review, extensive inter-team development, and the testing of dozens of prototypes to find which one worked the best. 

Non-interactive UI designs were then created based on the refined prototypes as a final check before being properly developed and integrated in the style guide. 

Solution

A EASY TO USE DESIGN SYSTEM

The scale of the project demanded something more than a simple digital style guide populated by fonts and diagrams. We created a fully interactive pattern library, containing all the building blocks for a website and any other digital asset you could imagine.

The extensive work put in to this project meant that moving forward, iSelect’s team could create, refine and release stunning pages and campaigns in no time at all, while still keeping to the brand guidelines.