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Progressive shows hamburger icons fail on desktop

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Progressive shows hamburger icons fail on desktop

Evolving trends in website design have always been particularly fascinating to us, and with sites designed for multiple devices, tracking customer reactions over time and seeing how sites respond allows us to understand the benefits and pitfalls of popular web and mobile site features (e.g., responsive design, hamburger menu, etc.). One feature that has become a fixture in mobile site and app design is the hamburger menu (menu-alt-512); however, from both our quantitative and qualitative research, the feature has not always translated well onto desktop. A depictive example of the evolution of the hamburger menu is on the Progressive website.

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Over 2014 and 2015, we conducted competitive benchmarking studies websites of leading insurance websites, including 21st Century, Allstate, Esurance, Farmers Group, Geico, Liberty Mutual, Nationwide, Progressive, State Farm, and Travelers. These longitudinal benchmarking studies allow us to determine leaders in user experience and to gauge customer reactions to design changes. On the Progressive site, after replacing their exposed primary navigation menu with a simplified hamburger menu, homepage appeal decreased.

To learn more about customer reactions to Progressive.com site evolution read the full case study: Beware of the “Hamburgler” or download the case study (PDF).