HomeServe USA is an independent provider of home repair service plans. For over a decade, they have protected homeowners against the expense and inconvenience of water, sewer, electrical, heating, cooling and other home emergencies by providing affordable coverage, and a quality service.

The Challenge

The Goal of the website was to increase sales of the individual insurance products. There is also another goal to reach more of the millennial homeowners to know about HomeServe and purchase their products.

Our Solution

User Research & App Research

The focus was to pay attention to the needs of the specific user groups that HomeServe wanted to target. We defined user groups by three specific archetypes and our core archetypes drove the design decisions on the HomeServe website. 

Personas & Customer Journey Mapping

We had found out in our research that there were three main archetypes of user

1. The Homemaker

2. The Home Improver

3. The Home Enjoyer

The archetypes really helped us understand how to find the best ways to reach our specific user groups and truly understand their needs.  


1. Increased zip code entries to buy products with sales increased.

2. Improved customer experience and path to purchase.