Optimsation and redesign of the Travel insurance journey

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.