Optimsation and redesign of the Travel insurance journey

Travel Insurance  - Compare the market 

Overview

The aim of this work stream was to redesign the travel insurance journey to the new design system and optimise the existing journey to increase conversion and reduce customer issues.

Outcome

My role

Lead UX designer

Methods

Journey mapping, blueprints, experience mapping, UX design, ui design, user research

Tools

Miro & Figma

Team

Me, Product manager, Commercial manager

Year

2024

Optimising additional products

In response to an incident where a customer was left without winter sport coverage due to the option not being selected, I took immediate action. First, I added two lines of explanatory text to clarify the question, but after a closer look, I realised a more effective change was needed. I revised the question from a checkbox to a radio button format, requiring customers to actively select “no” if they choose not to add coverage. This change simplifies user cognition by breaking down one complex question into three straightforward options.

 In UserZoom reserach, I saw a significant increase in customers selecting both winter sport and cruise cover, suggesting that the previous question format had been harder to understand. Additionally, the old optional format made it easier for users to overlook this question entirely.

A/B testing showed a 0.5% increase in the selection of winter sports cover, with cruise and gadget cover selections remaining stable. This improvement is projected to contribute an additional £1 million annually. Since this change was part of a broader redesign, it’s challenging to isolate the impact on completion time, as multiple adjustments were made to the overall journey.

Removing an unnecessary  question

Based on customer feedback and prior insights, we identified that this question often created confusion, particularly for couples who don’t live together, single-parent families, and families with members over 18. To address this, I explored ways to reduce drop-off rates associated with the question. After a closer review, I realised that we didn’t need to ask it at all; instead, we could determine customer groupings using data we already collect, such as the number of people over 18, address, and relationship status.

Additionally, data indicated that most customers add a maximum of three additional travellers. Although the updated process requires entering each traveler’s name, relationship, and date of birth—slightly increasing input time—this change is unlikely to affect conversion. User research also revealed that the previous format, which only requested date of birth and relationship, felt unclear and disjointed. The new, more detailed format improves clarity and usability, enhancing the overall customer experience.

This change was A/B tested, showing a 1.5% decrease in drop-off rates. 

Another improvement involved allowing users to declare medical conditions by selecting each person’s name rather than entering their date of birth. User testing showed that participants found this method clearer and more intuitive.