Transforming Insurance Detail Pages into Brand‑Driven Conversion Hubs

Background and Goal

With the rapid growth of internet finance, insurance services like Tianxing Finance·Insurance need continuous experience optimization to provide efficient, safe, and reliable insurance for a growing user base. The insurance detail page is a critical conversion step, directly influencing purchase decisions.

Problems Identified

Business side: Legacy frameworks lack scalability; content is verbose, leading to low conversion rates and significant room for improvement.

Design side: No consistent brand tone, disordered information hierarchy, diverse but non‑reusable component styles, lagging behind current design trends.

Comprehensive Analysis

1. User Personas

Insurance users are typically young families with strong risk awareness, seeking insurance as a hedge. They belong to middle‑to‑high income groups, value brand reputation, and desire quality and efficiency but often lack product knowledge.

2. Complaint Analysis

Recent complaints focus on four stages: purchase, renewal, claim, and surrender, revealing distrust in the platform and confusion over product details.

3. Competitor Analysis

Common modules among competitors include promotional info, coverage details, claim services, form filling, FAQs, brand endorsement, purchase button, and customer service.

Key Findings

Weak brand presence, low user trust.

Inefficient content acquisition; jargon raises cognitive cost.

Low operational efficiency; many steps increase drop‑off.

Optimized Detail Page Framework

The new framework focuses on two directions: enhancing page quality to guide decisions and strengthening brand perception.

Improving Page Quality

By aligning with user flow, the redesign presents information in a clear hierarchy, uses storytelling to connect product features with real‑life scenarios, and reduces friction, thereby increasing purchase intent.

Building a Brand‑Centric Page

Insurance concepts are abstract; the redesign treats the page as an illustrated story for adults, creating product‑specific narratives that blend virtual and real scenarios, fostering emotional resonance and a unified visual language.

Character and Scene System

Four‑generation family illustrations were created as reusable components, ensuring consistent style across future story extensions.

Application Examples

Conclusion

The redesigned insurance detail pages are being rolled out iteratively, embedding Tianxing’s brand language to create a distinctive, user‑focused experience that drives conversion and strengthens market position.