Southern Cross Travel Insurance: a shorter, clearer path to buying cover

This project redesigns the online purchasing journey for Southern Cross Travel Insurance. The aim was a more intuitive experience: fewer steps, a simpler interface and clearer navigation, so people spend less effort and finish more purchases.

I followed a five-stage design-thinking process: empathise, define, ideate, design and test.

The primary goal was to streamline the purchase process: reduce the number of steps, simplify the interface and make the journey more intuitive, improving engagement and conversion.

These are the proposed evaluation measures. No baseline or post-redesign data exists, so they describe how success would be measured, not results.

A four-week sequence from empathise through to test, with prototyping overlapping ideation and testing. It is illustrative of the plan, not a record of a confirmed schedule.

I started from user feedback, surveys and web analytics to find the pain points in the existing purchase process. Users were frustrated by a lengthy, confusing flow, which led to abandonment and lower conversion. Six themes emerged, shown here as qualitative themes rather than figures.

Tom stands in for the research themes: a frequent traveller who wants to get cover sorted fast and needs to see coverage and cost clearly. He is a synthesis used to keep design decisions grounded, not a real participant.

The map organises what Tom says, thinks, does and feels, to design around his needs rather than the form's structure. It captures a working understanding to be checked with real users, not a measured result.

Brainstorming generated a wide range of ideas from the pain points, and sketching turned the promising ones into something visual and practical. Nine ideas grouped into three pillars: simplify the process, improve navigation and enhance clarity.

The journey maps four steps: get a quote, choose a plan, add travellers and declare medical conditions. It shows how the experience is expected to go from confident to overwhelmed. The feelings are hypothesised and would need validating with real users.

A clean, intuitive booking flow designed to help people plan, personalise and confirm their trip and medical details with ease. The wireframes set out six steps, with three goals throughout: a simple booking flow, a clear information hierarchy, and trust and confidence.

The finished booking flow: a homepage with a short enquiry form, plan selection with clear pricing, traveller details, a medical disclosure, a review step and payment. A step bar and a booking summary stay visible throughout, so people always know where they are and what they are paying.

A unified visual system keeps the purchase flow consistent, accessible and seamless across every touchpoint: one type scale, a spacing and grid system, and a clear set of brand, text, accent and neutral colours.