Challenge
Enter a high performance, fast moving team fresh out of a rebrand with a clunky WYSIWYG editor on top of Wordpress. During my time at Thimble, I drove growth focused optimizations and full page redesigns on the logged out surface as well as pioneering a design and motion system across marketing and product. I spent my days here building a comprehensive design ecosystem from Figma to code, collaborating with brand, growth, marketing, lifecyle, and product teams to build short and long term growth pipelines for the business.
Results
Results Designed and collaborated with engineers on an MVP design system, including a system of interaction animations, and moved the site from Elementor to ACF. This decreased go-live time across the project and reduced QA time and bloat on the site. After going live, we benefitted from a 32% increase in performance, 1.5 second decrease in time to LCP (largest contentful paint) and a reduction to 0 seconds total blocking time.
Once the design system was in place, I continued to test full page redesigns and optimiziations. I solved for some core user experience issues and designed a new product page template, including adding the ability for a user to get a quote on page for their policy. This test saw a 13% increase in CTA clicks and a 2% increase in transactions.
A homepage redesign focused on improved brand expression and saw a 10% increase in CTA clicks, 3.4% increase in transactions and a 7.8% decrease in bounce rate.
We also ran smaller optimizations that leveraged personalization for improved return to quote experiences. Our initial test ran over a few weeks and resulted in 1,353 more new leads and 6.5% increase in conversion (policies bound).
Please reach out to learn more about use of Claude and Cursor in this work and outcomes.
