Redesign of the Home insurance journey

Home Insurance - Compare the Market

Overview

The existing home insurance journey was outdated, inconsistent, and difficult for customers to navigate. Using the newly updated design system, the aim was to improve clarity, accessibility, and overall usability while ensuring compliance with regulatory requirements. The redesign was informed by customer feedback, analytics, and user research, focusing on removing friction points and creating a more intuitive flow.

Outcome

Delivered a fully redesigned home insurance journey that was clearer, faster, and more consistent with the design system. The new flow reduced cognitive load, improved customer confidence in their choices, and provided a more seamless path to completion

My role

UX designer

Methods

Journey mapping, blueprints, experience mapping, ux design, ui design, user research interviews, design system

Tools

Miro & Figma

Team

Me, senior UX designer, UX researcher, product manger

Year

2024

Current journey

Existing insights

User research and analytics revealed key friction points in the home insurance journey. Customers whose homes were unoccupied for certain periods struggled to complete the form due to unclear eligibility criteria and a lack of guidance on alternative options. Additionally, the “locks” question was overly confusing with a lack of information and with the increase of those on mobile adn out of home, many where having to stop and return once they got home.

Flow & Information Architecture Issues

The existing journey’s flow felt disjointed, with questions grouped in ways that didn’t match user expectations. This was especially problematic when accommodating different policy types — contents only, buildings only, and combined — as the question order didn’t adapt naturally to each scenario, causing confusion and unnecessary back-and-forth.

To address this, I conducted a remote card sort exercise using UserZoom, inviting participants to organise key questions into logical sequences based on their understanding and priorities. The results highlighted clearer grouping patterns and revealed opportunities to tailor the flow dynamically depending on policy type, creating a more intuitive and efficient journey for all customer segments.

Prototyping

I created high-fidelity prototypes in Axure, incorporating dynamic variables to personalise each session with the participant’s actual property details. During moderated usability testing, this meant users saw information relevant to their own home rather than generic examples. For instance, a customer living in a house wouldn’t be shown “flat” details, avoiding the distraction and disengagement that can occur when content feels irrelevant. This approach gave participants a more realistic and contextual experience, leading to richer feedback and more accurate insights into how they would interact with the live journey.

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Qualitive and quantitative overall research

Usability testing showed that the prefill of customer information worked extremely well — participants appreciated not having to re-enter details and felt reassured by the accuracy and efficiency of the process. However, the contents estimation page did not perform as well. Customers found it challenging to accurately estimate the total value of their belongings, often feeling uncertain about what to include and anxious about getting the figure “wrong.” This highlighted the need for clearer guidance, examples, and possibly tools to support more confident and accurate estimations.

Two biggest changes

The redesigned journey now handles unoccupied home scenarios more clearly. When customers indicate their property is unoccupied, they immediately see a message explaining we cannot offer insurance, along with an option to go back if selected in error. This prevents unnecessary progression through the form and reduces frustration.

The locks question was also overhauled, replacing GIFs with clear static images for better accessibility and less distraction. Each option now describes how the lock operates and the type of door it’s typically fitted to, helping customers identify their lock type more confidently and reducing errors and drop-offs.

Project outcomes

1% decrease in overall drop-off across the journey and a 0.5% increase in conversions, delivering measurable business impact.
3.64% drop-off reduction on the locks question through clearer images, descriptive text, and simplified options.
Fewer customer complaints, particularly around unoccupied property scenarios, thanks to clearer messaging and correction options.
Enhanced accessibility and consistency by applying the updated design system across all pages.
Improved flow for all policy types (contents only, buildings only, combined), reducing unnecessary steps and confusion.

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