RIMAC'S Travel Insurance
Landing and Purchase Flow Design
A new digital experience was created for the relaunch of RIMAC Insurance’s Travel Insurance which offers customers a simpler, faster and informed way to purchase an insurance online, while support and provide them with everything they’ll need before and after the purchase so they can enjoy the travel experience without any worries.
My role
Product Designer
Project type
Web experience Landing page, Product
Timeline
Q4 2023
Tools & skills:
User research, UI/UX Design, Prototyping, Testing | Figma
Context and problem
As part of a strategy to capture a bigger share of the insurance market by expanding its product offering, RIMAC was relaunching its new Travel insurance but for this version with an online purchase flow designed for specific user profile. The previous landing page was only informative, the sale experience was offline and didn’t meet business goals and user expectations.
Problem
One of the challenges faced was that users didn’t feel supported during or after the purchase. They had trouble finding relevant information, such as their insurance policy, coverage details when preparing for travel. It became clear that users needed an intuitive, quick, and simple way to access everything they needed.
The challenge
Job to be done
How can we enhance the Travel Insurance landing page to be more intuitive, engaging, helping users easily find clear and relevant information they need, guiding them through three key moments: before, during and after purchase.
Defining the problem and Discovery
To align and focus on the exploration process with stakeholders, we ran a Scope Canvas defining session:
Initial Alignment:
We aligned long and short- term business goals: Grow and maintain market share, have visibility and position the organization in the travel insurance space.
We also define initial hypotheses about users pain points and motivations, most notable were: they don’t find clear information about coverage, how to use the insurance or not finding any value in a product that they might never use (insurance is only used when an accident occurs).
Purpose Definition
"We support our customers from the beginning of their trip so they can have an enjoyable experience without worries."
Research
To contrast initial definitions and hypothesis about users we needed to make a deeper understanding of them: who they are, what they feel, pain points, needs when traveling and what what really matters to them when it comes with travel insurance.
Desk research
As starting point, we analyzed the company customer segments, based on the product value we realized that the focus should be on the Prosperous segment, especially in two key segments: Sustainers and Empty Nesters. Each group had different needs, habits, and travel expectations.
This users are typically a senior profile over his 50’s, financial freedom, fewer family responsibilities, contrary as initial assumptions where we imagined a younger profile.
User interviews
We interviewed 8 users (5 current RIMAC customers and 3 potential ones). Also information and insights were collected from the customer service and call center team.
Key needs and priorities identified include:
Users want to reduce stress when traveling
They expect the insurance solve problems with unexpected issues during trip.
Users want to know how to use the insurance
Simple and clear information about coverage and what countries it applies to.
Users look for simple and fast purchase process
Fewer steps, less data entry, it is known that users buy travel insurance right before travel.
Ideation
Benchmark
Landing pages from other companies were analized, before to start designing, to understand what they offer, how they present their value proposition, what information they highlight and how they design the experience visually.
Design
In-line with the Problem definition and Discovery, the experience was designed with clear and relevant info, easy to consume, specially for users about to travel, structured in quick short steps easy to follow and lead to a final purchase:
Landing Page
Purchase process
A simple comparison between available plans, only with most relevant details.
Components & assets
A set of components was created for this landing page and later integrated to the design system. The photo direction was defined as well, (color palette , style, lighting and mood) to ensure visual alignment with the user segments.
A/B Testing - Quote form
One of the key components to improve the conversion rate was the quote form at the top of the landing, this component has a double rol: to convert and to collect users data for marketing purposes. We tested different positions and formats to learn which version performed better.
Key metric: Form completion rate
Quote form placed vertically, at the right, in the hero image.
Quote form placed horizontally (in-line fields), slightly bellow the hero image. This layout looked cleaner and made feel the form easier to complete.
UT Results
Sample size:
552 users per group (1,104 total).
Impact
On users
CSAT:
70%
NPS:
8
Better access to information and simpler process led to fewer questions and greater confidence at the moment of purchase.
On business
Lower bounce rate
Improved task success in usability tests.
Key learnings
Collaboration with stakeholder at early stages of definitions
Scope canvas sessions were specially useful to: align, focus, define scope and set the right direction.
Teams as Customer Service or Call center were key allies
They helped to collect value users insights. Specially since we didn’t got access to a large number of interview, this was helpful.
Validating with A/B testing was key
Running an A/B testing on a key component as the quote form (which moved the needle on key metrics) was value, not only helped to make informed design decisions but also to scale this solution and learnings to other products.
