Optimsation and redesign of the Travel insurance journey

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. 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.