# New Insurance UX Research: 3 Key Takeaways

DevFeed: [New Insurance UX Research: 3 Key Takeaways](<https://devfeed.tech/articles/new-insurance-ux-research-3-key-takeaways-9359.md>)

Original publisher: [Read original article](<https://feeds.baymard.com/link/9825/17428024/insurance-ux-research-launch>)

Author: Mark Crowley

Published: 2026-08-25T08:30:00Z

Content type: article

Language: en

Sources: [Baymard Institute](<https://devfeed.tech/sources/baymard-institute.md>)

Topics: [User experience (UX)](<https://devfeed.tech/topics/ux.md>), [Usability](<https://devfeed.tech/topics/usability.md>), [Benchmark](<https://devfeed.tech/topics/benchmark.md>)

Tags: [article](<https://devfeed.tech/tags/article.md>), [benchmark](<https://devfeed.tech/tags/benchmark.md>), [launch](<https://devfeed.tech/tags/launch.md>), [research](<https://devfeed.tech/tags/research.md>), [usability](<https://devfeed.tech/tags/usability.md>), [ux](<https://devfeed.tech/tags/ux.md>)

## AI overview

Baymard announces qualitative Insurance UX research based on 4,700+ hours of research and usability testing across 20 US and UK insurance sites. The study identified more than 1,700 medium-to-severe usability issues and produced over 190 guidelines. It highlights users' difficulties with unfamiliar insurance concepts, friction-filled quote flows, and trust in insurance brands.

## Source excerpt

(Note: Unfortunately, e-mail and RSS don't support advanced layouts and features. If the graphics in this article look strange, you may want to read the article in your web browser.) Key Takeaways Baymard has new qualitative UX research on Insurance UX The research uncovered UX issues and identified UX solutions specific to Insurance users and sites At a high level, Insurance users struggle with unfamiliar concepts, friction-filled quote flows, and brand trust Key Stats 4,700+ hours usability testing, analyzing, and researching the UX of Insurance sites 220 qualitative participant/site usability test sessions following the "Think Aloud" protocol 1,700+ medium-to-severe usability issues in testing Today at Baymard, we're announcing the launch of our new Insurance UX research. 8 US and 12 UK Insurance sites were tested, including providers (some of whom are also banks) and aggregators (where test participants could compare Insurance quotes across many providers). The 9 UK Insurance sites tested were Halifax, Aviva, Direct Line, LV/Liverpool Victoria, TSB, Insure and Go, Allianz, Avanti, and Santander, while the 3 aggregators were Compare the Market, MoneySuperMarket, and Go Compare. The 8 US Insurance sites tested were Liberty Mutual, Travelers, Progressive, GEICO, Amica Mutual, Lemonade, Root Insurance, and Allstate. This primary research is supplemented by our ecommerce UX benchmark, which includes AXA UK, Generali, "Progressive", "Liberty Mutual", "Travellers", "Allstate", and State Farm. During testing, the participants encountered 1,700+ medium-to-severe usability issues as they attempted to use Insurance sites to explore options and eventually add coverage. Our analysis of these issues has resulted in 190+ guidelines on Insurance industry UX, available in our research findings. In this article, we'll provide 3 high-level observations on where users on Insurance sites struggle: Understanding unfamiliar Insurance concepts and descriptions Progressing through the I