Improving Language Toggle Find-ability for National Quote & Buy Experience
Using mixed-method UX research to improve language accessibility for Quebec users.
Overview
The National Quote and Buy (NQB) experience allows customers to receive insurance quotes online. Previous analytics identified a significant difference in quote start-to-quote ID conversion rates between Ontario and Quebec users, with Quebec experiencing a much higher drop-off rate.
Initial UX research identified a potential usability barrier: Quebec users arriving on the English start page were struggling to locate the French language toggle.
To understand whether a proposed UI change improved accessibility and findability, I led a research initiative evaluating the effectiveness of a new language toggle placement.
Tools
UserTesting
Hotjar
Dovetail
Miro
Role
Lead UX Researcher
Skills
Mixed Methods Research, Usability Testing, Research Synthesis, and Stakeholder Communication
Team
UX Research & Strategy Team
How Might We...
How might we determine if changing the language toggle location improves find-ability for users?
Research Goal
Evaluate whether repositioning the language toggle creates a faster and more intuitive experience for users looking to change languages.
📌
Research Approach
To evaluate the impact of the design change, I used a mixed-method research approach combining previous findings, usability testing, and behavioural data.
1. Reviewing Previous Research
I analyzed previous usability research conducted with Quebec residents to understand existing user behaviours and pain points. Key findings included:
Time on Task
The average time on task across desktop and mobile was 10.97 seconds.
Desktop Users
On desktop, participants spent between 6–28 seconds locating the toggle.
User Expectations
Users expected the language toggle to be located within the top navigation menu.
2. First Click Testing
To evaluate the new toggle placement, I designed and analyzed a first click test measuring whether users could quickly identify the location of the language toggle.
Previous location (footer)
Current location (header)
For the first click test, there were 14 desktop participants and 14 mobile participants.
Key findings:
Desktop
-
12/14 participants successfully found the language toggle.
-
Completion time ranged from 1–7 seconds.
Mobile
-
14/14 participants successfully found the language toggle.
-
Completion time ranged from 4–17 seconds
3. Behavioural Analysis
To further validate findings, I reviewed 15+ Hotjar session recordings to understand real user behaviour and identify additional patterns.
These recordings supported that users naturally looked toward the top navigation area when searching for language options.
Final Insights
Users rely on familiar patterns when searching for language options
Participants consistently expected language controls to appear within the primary navigation area.
The new location reduced friction
Moving the toggle to the top improved the speed and success rate of finding the language option.
Consistency across experiences matters
The updated placement aligned the NQB experience with other digital platforms, creating a more consistent experience for users.
Users rely on familiar navigation patterns
Hotjar and UserTesting show users looking for the toggle at the top of the screen. The location change now aligns closer to user expectations.
Impact
The toggle redesign improved find-ability and reduced the time required for users to switch languages. The toggle is 3.77 seconds faster to find across desktop and mobile.
Previous Location:
Average time on task: 10.97 seconds
Current Location:
Average time on task: 7.2 seconds
Reflection
This project strengthened my ability to lead UX research within a larger product ecosystem and make data-informed recommendations.
A key takeaway was the importance of combining multiple research methods. While usability testing revealed user expectations, behavioural data helped validate that these patterns existed beyond a controlled environment.
By combining qualitative insights with quantitative measures, I was able to provide a stronger recommendation that supported both user needs and business goals.