Goosehead · Brand & Digital Design
When the Model
Changes,
the Site Has To
Restructuring an insurance site around how customers build confidence, raising quote requests 28%.
Goosehead's business model changed and its site had not caught up. I restructured the site around how customers build confidence. Quote requests rose 28%.
Overview
A Business Model Transformation
the Website Hadn’t Caught Up To
Insurance is a category built on complexity. Policies, pricing structures, and coverage models create decision fatigue before a customer even gets to a quote. Most insurance websites make this worse, burying the value proposition under jargon and forcing users to work for information they should be handed immediately.
Goosehead was rethinking how insurance should work for clients, aiming for a clearer, more transparent experience, giving clients better visibility into services, pricing, and value.
There was a gap between what the business was becoming and what the website was communicating. The digital experience wasn’t reflecting the shift in the model.
Approach
Structure
Before Surface
The opportunity was clarity, not simplification for its own sake, but precision about what Goosehead actually does and why it’s different. I partnered with stakeholders, developers, and customers to align on three things before design began.
Information Architecture
Mapping the Platform Structure
The Model, Plainly
What the model actually was and how to explain it without industry jargon, legible within the first scroll.
The Drop-Off Points
Where users were losing confidence or dropping off, and what was preventing them from moving forward.
The IA Gap
What the information architecture needed to do to close the gap between what users needed to understand and what they were finding.
Design
Decisions Grounded
in Research
Insurance sites tend to over explain. I made the call to cut: less copy, fewer features, clearer choices.
Value Proposition First
Clarified the service model so the value proposition was legible within the first scroll, no hunting required.
Transparency by Structure
Pricing and coverage logic surfaced early and built into the architecture.
Progressive Disclosure
Guided decision-making by revealing information at the right moment, rather than presenting everything at once and creating overwhelm.
Getting a Quote
One question per step. Each answer collapses into a summary, so customers can see what they’ve already given and only what comes next.
01 Coverage
Get a [quote]
What would you like to insure?
02 Property
Get a [quote]
Tell us about your home.
03 Contact
Get a [quote]
Where should we send your quote?
04 Matched
Get a [quote]
Your agent is comparing carriers.
The Final Design
Closing the Gap Between
Business and Experience
Quote requests rose 28%. The new site explained Goosehead's model in the first scroll.
Aligned IA
Architecture restructured around how users build confidence, right information, right order.
Legible Value Proposition
Model explained plainly and surfaced immediately, no jargon, no buried feature lists.
Scalable Patterns
Interaction patterns designed for the roadmap, not just the launch, built to absorb future growth.
Brand Credibility
Closed the gap between the business model and the experience.
What I Learned
Test the Hardest
Idea First
Pricing was the hardest part of Goosehead’s model to explain, and it was the last part we settled. It changed more late in the project than anything else, and each change reached back into the structure around it. Next time I would put the pricing explanation in front of customers in the first round of testing, before the architecture was locked.