AA Insurance

Insurance quote and buy journey

Using design thinking to rebuild the insurance quote journey, with a simpler question format and an uncluttered, mobile-first layout.

Client: AA Insurance
Year: 2018 to 2024
Role: UX Design Lead
Discipline: Design thinking, Workshop facilitation, Journey design
Tools: Figma, Miro, Ārahi design system

Insurance quote and buy journey for AA Insurance

Workshop challenge

How might we help people trust us to insure their most important asset online?

I ran full-day workshops with people from across the business to tackle the question together. The process moved from discovery to ideas, prototypes and a finished journey.

The design thinking activities used across the workshops.

Discovery

Discover and define what users need, then reframe those needs as unmet opportunities.

A persona empathy map: what they say, think, do and feel.

Ideation

Participants create many ideas, then group votes decide which concepts go forward.

Sketched concepts on the wall, ready for dot voting.

Prototype

Journeys and screens are built as interactive prototypes, which help bring stakeholders along.

The quote journey mapped screen by screen, with decision points.

Outcome

The finished journey, built from the design system library in Figma.

The quote and buy journey, from first question to policy.