Rewarding user experience through intelligent web design

BMW Car Insurance is designed specifically to safeguard the exceptional performance you’d expect from your BMW.

BMW Car Insurance has been awarded a 5 Star rating by Defaqto, giving independent expert reassurance about the quality of cover provided.

BMW Car Insurance is sold, underwritten and administered by Allianz Insurance plc. BMW approached Jellyfish as they needed to improve usability and conversion of their insurance landing page.

The objectives

Allianz approached Jellyfish to redesign their page templates on the new BMW Insurance website.

We were tasked with improving the user experience for BMW customers on the 7-day free quote page and clearly convey the benefits of taking insurance with Allianz. We wanted to ensure that customers felt part of the BMW brand so that it expressed a sense of brand familiarity, quality and exceptional customer service.

The objectives the client set at the beginning of the project were as follows:

  • Design and build fully responsive page templates for the new BMW Car Insurance website
  • Create a site which simply provides quotes for prospective customers and promotes the benefits of BMW Car Insurance
  • Build out the brand personality and tone of voice, ensuring brand consistency across all pages
BMW website

The solution


We built the pages on a responsive framework to ensure they were optimized for all devices. By reviewing the site map and user journey we were able to identify efficiencies and streamline the user experience.  The CTAs across the site were improved to be clearer, moving above the fold, utilizing interactive widgets to encourage engagement with the user.

We looked at the tone of voice, knowing that the most effective brand copy style talks directly to its audience in a language they recognize, relate to and feel comfortable with.
It was key to provide all the information onsite to minimize calls to the contact center and thus encouraging customers to understand that this was the right policy for them. We backed up all claims with real testimonials.  

We ran predictive eye-tracking analysis across our new design which gave us further results and recommendations this allowed us to continually optimize the site, hone and refine to ensure a thorough and positive user experience.

BMW car
Swap the devices to scroll the pages
Swap the devices to scroll the pages
Swipe the devices to scroll the pages

As we have been really pleased with the work you guys did with the BMW brochure ware refresh, we would be interested in engaging with Jellyfish again on this new project.

Marc Bennett Marketing Campaign Executive
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