Creating a home insurance quote journey from scratch

My role

I worked on this project as the lead UX Designer for Staysure, driving the redesign of the Home Insurance quote journey in a larger overall project to relaunch the Home Insurance product.

I was responsible for competitor analysis, interaction design, prototyping, usability testing and analysis, and front-end development.

The Challenge

Relaunch of Home Insurance

The objective of the redesign and relaunch of the Staysure Home Insurance offering was to grow the business with a significant second product to expand growth beyond the core business of providing Travel Insurance.

Introduce a user centred design approach

Along with the opportunity to create a new quote journey to help Staysure’s customers through the online quote process, it was also the first opportunity to integrate a user centred design approach from the outset of a project, improving upon an outdated approach previously used on in-house digital solutions.


Who are we building for?

Although we are very aware of our core demographic being the over 50s, as a company, we were never really designing for types of people within that group. To remedy the situation, part of the early process was to create personas based on industry wide research, our own questionnaires and surveys from the past 12 months, and experience from our sales agents in the Home Insurance department.

An example of one of the personas used for this project.

Who are we up against

In order to build a superior Home Insurance quote journey in comparison to our current offering, we carried out competitor analysis of multiple insurers operating in the same space. We thoroughly reviewed the online journeys of the likes of AXA, Aviva, Compare The Market, LV, Hiscox, Money Supermarket, and many others. This was carried out over a series of workshops which resulted in picking out areas of best practice and good design.

The results of one of our workshops on competitor analysis.

The Vision

Implementing best practices

In order to provide a relatively good online experience when up against a huge number of competitors operating in the same space, we would need to learn from current trends and accepted methods.

Creating a shorter journey

Ultimately, we wanted people to be able to get the Home Insurance product they needed without taking them through a laborious process. The shorter we could make the question set feel, the more chance we had of building a successful solution.

The Requirements

Following FCA guidelines

One of the most important aspects is to create a journey that is not only clear for the user, but also conforms to the guidelines and recommendations of the FCA.

Brand and Experience

We were required to make the journey feel like it belonged to the Staysure family, whilst improving the user experience for our demographic by reducing complexity in an online journey.

The Process

The discoveries made in our competitor analysis sessions really helped us to steer the design into what were common practises when it came to online quotation journeys.

We planned out 3 phases of prototyping coupled with remote usability testing for each of these iterations.

Firstly, we would create a very basic HTML form as the first part of the quote journey. This would be to test some fundamental levels of input and interactions with the user.

This would then inform the larger quote journey which would include the shortest set of questions for our second phase of testing.

In turn, this would result in a third phase which ultimately helped us to iron out all the bugs and introduce the longer, response dependant question set to test a full quote journey with users.

The Deliverables

Usability Testing

By using remote usability testing software – in this case – I was able to show videos of the issues that our users faced on our current journey to the project stakeholders, which ultimately guided the project as were pushed towards a more user-centred design approach.

Videos of usability testing sessions were also used at the end of each phase of prototyping to report back to stakeholders on the progress we were making, as well as the issues we would be looking to fix with the next iteration.


From our approach with iterative testing of a hand built, HTML-based prototype, we were able to provide the development team with the core UI and functionality for the Home Insurance quote journey.

Essentially, this reduced the time to delivery for the development team as they were able to take a fully functioning, accessible, and responsive prototype as the basis for their implementation.

Screen captures of the prototype Home Insurance quote journey.

The Impact

What was essentially the first phase of a much larger project to improve the online Home Insurance quote journey, although rather utilitarian in it’s look and feel, received high praise internally from the project stakeholders, and proved to be an improved experience for our users.