Context
Until Bouracka.cz, filing a car accident report in the Czech Republic meant paperwork. Physical forms, sent to your insurance company by hand. Bouracka replaced that with a multi-step digital flow that outputs a completed document ready to submit. No paper, no ambiguity.
Because nothing like it existed before, the original landing page had one job: explain that this is real and that it works. It was built for a marketing campaign aimed at awareness. When the campaign ended, the page stayed. And the people arriving on it were no longer curious bystanders. They were drivers who had just had an accident and needed to do something about it right now.
Problem
The page was designed to generate interest, not to help someone act under pressure. Users arrived stressed, usually on mobile, and needed the product explained in the shortest possible form. Campaign structure, unclear hierarchy, and buried CTAs meant most users could not orient themselves quickly enough to proceed.
Accident reporting from the scene is predominantly mobile, so key decisions were made mobile-first. Desktop is included as a secondary context.
Approach
The structure was rebuilt around the user's state at the moment of arrival, not around the product's history or capabilities. Every content decision was filtered through one question: does this help someone make a decision right now, or does it add friction?
Key changes
Hero rewrite
The opening now states what the product does and presents the primary action. Nothing else competes for attention above the fold.
3-step process summary
Not documentation, but a signal that the process is short and manageable. Reduces hesitation before users commit to starting.
Question-based page structure
Sections follow the order of user concerns: eligibility, process, safety, who is behind it. This replaced the previous campaign-driven structure.
Trust signals moved up
Official CKP backing and security info now appear early. For someone uncertain about using an unfamiliar tool in a stressful moment, trust has to come before the ask.
Three reassurance sections
New sections in the flow explain how simple the form is to complete, when it should be filled, and an FAQ for edge cases. They replace a wall of text with scannable answers for someone still deciding whether to start.
The main shift was adding structured reassurance in the path to the task: short sections users can scan instead of one long read when they are already under pressure.
Outcome
The page now leads with what the product is and why it can be trusted, before asking anything of the user. For a product most people have never heard of, the entry point has to do the job of both introduction and reassurance simultaneously.
A user arriving after an accident can now understand what the product is, confirm it applies to them, and reach the form without having to work through promotional content to get there.
Trade-offs
Text versus scannability
The original page was text-heavy. That works for someone with time and curiosity. It does not work for someone who just had an accident and is standing next to their car. The redesign replaced long explanatory paragraphs with short, scannable blocks. The client had to accept that less copy does not mean less clarity. For a stressed user, it means more.
Structured reassurance versus one long read
The new layout adds three sections (ease of filling, when to complete the form, FAQ) so each worry gets a short answer instead of one dense paragraph. The trade-off is vertical space: more sections to scroll through, but each one is easier to parse under stress. The goal was to put task-specific reassurance where users actually hesitate.