AA Insurance
Insurance product page redesign
Making insurance less insurancy. Product pages redesigned through workshops and co-design, contributing to a 25% uplift in customers seeking a price.
- Client
- AA Insurance
- Year
- 2018 to 2024
- Role
- UX Design Lead
- Discipline
- Design thinking, Co-design, Conversion optimisation
- Tools
- Figma, Ārahi design system
Design challenge
How might we make insurance less insurancy?
Diverse participants and divergent thinking produce many ideas for real problems. I facilitated co-design sessions with people from across the business before taking the strongest ideas into design.
Process
Each idea moves from sketch to wireframe, high-fidelity design and then code.
Outcome
Clearer, richer product information
Product information is displayed in a more engaging format, with tooltips for anyone who wants more detail. Complex policy terms are explained in plain language with animation, and features are grouped so one product can be compared with another.
The revamped product pages contributed to a 25% uplift in customers seeking a price.
Mobile first