G1G, a top travel insurance broker, and I partnered to completely rethink their platform. The result was a much higher conversion rate, less calls to customer support and a better user experience.
Role Senior UX/UI Designer
Users needs had evolved, the site had not
Initial user interviews I conducted revealed that the old site was failing users and customer support in numerous ways. We created user personas and card-sorted new features to help with the problems.
Simply the customer userflows
I untangled the old site's userflows and simplified them, in particular the main path to conversion down to 4 simple steps.
Supporting the right customer
Registered users - who accounted for 75% of the revenue - needed support priority. For new users it should be a last resort, while still giving them clear avenues for answers. I designed the flows to meet these objectives.
Condense the main form
The complex mult-step main form was the biggest user complaint and exit point. We user tested/iterated numerous approaches, arriving at this interface. The key was to make the form read like a sentence about the user's trip.
Relaunch and success
User loved the new features: the new main form, better filtering, simplified taxonomy, advanced comparison features and more.
A new UI system and style guide
A sample of the G1G UI library and style guide. The UI library and components were based on Atomic design principles and UX best practices.
Increased conversions, less call center help need
The relaunch was a big success, resulting in a 25% increase in conversions from the main page in the first 4 months. Call center calls from new customer were dramatically down as well.