Transforming a Security Leader’s Digital Experience
Client
Verisure
Company
VML & Velvet Consulting
Timeline
6 Months
Year
2024
About the client
Verisure is Europe’s leading provider of connected security solutions, offering smart alarms and 24/7 monitoring services for homes and businesses. In France, the brand has built a strong presence with over 600,000 customers, supported by a nationwide network of security experts.
What was delivered and how
Work & Contributions
Stakeholders interviews
Website UX & I.A. audit
Analytics reports analysis
Ideation & iterative solution design
Prototyping for user testing
Design System management
Pitching & Stakeholder alignement
Delivered work
Stakeholders interviews
Website UX & I.A. audit
Analytics analysis
User-journey maps
Wireframes
Hi-Fi prototypes
In collaboration with
PO & PM
Creative
Data & Analytics
SEO
Dev
What we achieved
Understanding the Problem
Business context
Verisure had long established itself as a trusted guardian of homes and businesses across France. Yet, behind this strong reputation lay a digital weakness: a single digit conversion rate*, despite heavy investments in paid traffic and marketing campaigns.
*Unfortunately I don't have permission to share these numbers.
Rising competition
A new wave of competitors was rising : DIY security solutions. These agile players appealed to modern audiences with sleek, simple, and user-friendly digital experiences. If Verisure’s website didn’t evolve, it risked losing ground, not because its product was weaker, but because its digital experience failed to inspire trust and clarity.
Discovery
The discovery phase was dedicated to exploring Verisure’s digital challenges from every angle.
Competitors analysis
I conducted a competitor analysis to benchmark Verisure against both traditional security providers and emerging DIY players. This helped identify industry best practices, evolving user expectations, and innovative approaches in navigation, content, and conversion strategies.
UX Audit
I conducted a UX audit to evaluate the website from a visitor’s perspective. This helped uncover friction points behind low conversions, highlight gaps in navigation and content, and provide a clear foundation for the redesign strategy.
Stakeholders Interviews
I co-conducted stakeholder interviews across major departments (acquisition, marketing, brand, development & CRO) to understand their pain points, their business needs their and long-term strategic vision.
Analytics Analysis
To complement the qualitative audit, I carried out an in-depth analysis of analytics data. This step was crucial to validate assumptions with concrete numbers, understand user behavior at scale, and measure the effectiveness of existing journeys.
Through conducting quantitative analysis, qualitative investigations and exploring market best practices, we built the foundation for a strategy grounded in both business goals and user needs.
From Insights to Concepts
The design phase was about turning insights into action. From rethinking structure to reshaping journeys, we rebuilt the experience to make it clearer, more human, and aligned with business goals.
Early user-testing
The stakeholders felt overwhelmed with the different "changes" in the design phase, so in order to comfort them we suggested to operate a user testing session before moving to the development phase.
Preparing the prototype
My contribution to this phase was to prepare a high-fidelity prototype that reflects the future website using the UI made by our design team.
I used Framer since it allows to create a more realistic and advanced output compared to Figma (code overrides, code integration, action triggers, scroll animation..) and easier use compared to Webflow.
User-testing results
The user-tests were outsourced to a 3rd party agency, they managed recruiting, conducting the interviews and the analysis phases.
Shared results showed :
100% of participants appreciate the new UI and find it more agreeable to use.
100% of participants find the new navigation easier to use.
70% of participants find no issues with the mobile experience - Some expressed that the HP is too long to scroll on mobile.
70% of participants noticed the new smart-CTA and shared positive feedback.
100% of participants find the new HP is rich of various content.
70% of participants find the new format of the article page encouraging to read and interact with thanks to the progress bar and the estimate reading time.
Improving the Conversion Funnel
In order to request an invoice, users should go through a multiple questions to identify their needs and better qualify which services to suggest to them.
Being one of the most important business KPIs to improve, a more focused work was needed for this specific module.
The critical status-quo
Both qualitative and quantitative reports show a very low conversion rate and negative users feedback related to the funnel journey behind the "start your invoice" CTA.
Decrypting users behaviour
Both qualitative and quantitative reports show a very low conversion rate and negative users feedback related to the funnel journey behind the "start your invoice" CTA.
Observation #1
~50% drop when entering the first step of the funnel
Hypothesis
Clicking the CTA unexpectedly launched a questionnaire, catching users off guard.
Observation #2
~20% drop when asked about the location of the house/apartment to secure
Hypothesis
Requesting the house’s location (department) can feel intrusive or irrelevant to users.
Observation #3
~40% drop when asked to leave their contact information
Hypothesis
Visitors were led to believe they would receive a price instantly, but instead discovered that access was gated behind a contact form.
While highly motivated prospects still completed the form, more hesitant users were likely to abandon the process and leave the website.
!
Observation #4
Many leads fail convert to customers even after completing all the steps and filling the contact form
Hypothesis
Leads generated from the website are called immediately without being informed in advance.
Observation #5
No major drop rate for the rest of the steps despite having 10 questions to answer
Hypothesis
Users are willing to go through a longer funnel as long as the questions feel relevant and directly tied to the service.
Ideation & Solutions
After identifying the issues we started thinking about solution to tackle them (all assets shown below are low-fidelity wireframes / prototypes)
Tweaks and quick-wins
Starting with some minor additions like :
Back button (which was lacking in the website)
Sales banner
A progress bar with sections
A clear title that shows time estimated to finish the questions
Dynamic background header
More organised and compact funnel
Reducing, reorganising and re-writing the question to a more welcoming and easy to ready so the narrative and order is more acceptable.
Convince with data
Explain why we need certain information
Using security incidents data related to the location as an "unconventional" way to encourage users to convert.
Idea appreciated but not retained by the client
Online booking
Give the users the possibility to schedule the date and time for their exchange with the sales person
Explain the purpose of the exchange to help the future customers feel ready.
What We Achieved
The redesign delivered tangible improvements in both user experience and business performance. These outcomes reflect how a more user-centric approach strengthened Verisure’s digital presence and supported its growth goals.
Communication
I have attached few communications and articles about this project
