The brief

Devitt were looking to improve their online perception through a UX redesign, to strengthen the relationship with their current audience, engage with new users and position them as a leader in the insurance field.

Our Approach

Despite offering a range of insurance products, Devitt were mainly being recognised for their motorbike insurance services. We had to identify why this was before we could offer a clear solution.

A series of research activities, including benchmarking, analysis of data from the Devitt call centre and stakeholder workshops, enabled us to figure out the cause. We needed to recreate the typical e-commerce user journey through clear navigation, meaning users could find additional information about specific products within a category, listing or product page.

Demystifying insurance

Devitt needed to improve product discovery through a more engaging and multi device user experience, to increase conversion, become recognised as a trusted brand in the insurance field and ultimately demystify the whole buying process of insurance for their customers.

Mapping out the user journey to introduce the terms and policies through discovery on the site allowed users to get comfortable before moving on, making their overall time on the site more beneficial.


The products were not defined clearly enough for users, or in an easy-to-find format. We wanted to close the gap between the users and the policy by proposing a common way for them to understand insurance.


Wanting to engage with all audiences, we created a responsive mobile experience too – handy for those on the move or requiring information more quickly following an accident on the road.

Designing the mobile layout to include expandable tabs on every page meant users could quickly access the claim, renew and retrieve quotes – the fundamental parts when on the move.

Real People. Real Prices

By using content from real people and third party reviews, we created an emotional engagement between the customer and site through our ‘Real people. Real prices’ element.

Showing an example of an insurance quote from people that had insured with Devitt previously made it easier for users to understand and compare price ranges.

Visit site

Designing for the future

Our tech team customised the newest version of WordPress, meaning information can be amended and updated more efficiently.

We created templates for the Devitt team to use for blogging and fresh content updates. Sharing their passion and expertise in insurance this way allows them to provide added value to their customers.

Results are in

“Working closely with Pixel Group throughout the wireframe and design process enabled us to completely rebuild and redesign our site, more than doubling it in size, relatively painlessly. Their strong focus on UX helped to improve our site navigation and user journey enormously and we have seen some excellent improvements in our site’s performance.”

Tom Warsop

Marketing Manager, Devitt Insurance