Extramile is a travel insurance agency based in London and specialised in covers for areas of the world considered high risk. It offers specialist cover packages for businesses, students, or single world travellers for either single trip or multi-trip annual covers.
Extramile's covers are designed in conjunction with specialists in emergency and risk management able to offer rescue team coordination and deployment over 6 continents - 125 countries. This enables them to reach and assist their clients in case of medical emergency, accident, political unrest or terrorist attack wherever and whenever they travel in the world.
The Extramile website was delivered in 2017 after extensive research in order to develop a dedicated solution for a product intended towards an extremely competitive market in the UK. I worked as solo Product Designer, but in order to achieve effective results I have also always kept liaising directly with my clients to learn their needs and priorities, organised planning and brainstorming sessions and collected feedback.
My client's aim was to target users about to travel to areas of the globe considered or perceived as dangerous. Our assumption was that Businesses and Students were going to be our main targets together with regular Holiday travellers.
I had the chance to perform full qualitative and comparative research before starting any design work in order to validate our assumptions. I recruited 6 users who met demographics. All users were between 20 and 50 years old - 2 business users, 2 private travellers and 2 students. Some users were contacted and recruited via LinkedIn. I held face to face and Skype interviews about their behaviours, experiences and expectations when travelling, and learned their opinions about travel insurance and security abroad in general.
The insights were used firstly within an Empathy Map which then helped me create more meaningful clusters within the Affinity Map.
Main takeaways as part of the interview sessions were:
I've also studied competitors products within the UK travel insurance market and compiled a Pluses and Deltas analysis for 3 big brands from within the industry. The analysis helped learn more about the industry and come up with new ideas and concepts for the Extramile's MVP.
Next step of the process was to empathise with the users and assimilate their motivations, needs and frustrations in order to keep them in the forefront of the design process. Personas helped combine user’s personalities with how they would interact with our site and evaluate their possible behaviours through different User Journeys.
Takeaways from the work run up to this point confirmed that Extramile was different from other main insurance companies. Extramile's policies provided with more protection thanks to the "Responsive Disaster Recovery" arrangements included as standard within all covers. The users I've interviewed responded positevely to this aspect of the product. That gave me and my client more confidance about it.
We decided to focus mostly on the business sector which was the one more likely to undertake investments into challanging territories around the globe. We also realised that was absolutely vital for us to be able to provide the user with an "Instant quote system" on the website - a form which would allow users to obtain in no-time a precise quote for their cover of choice and easily purchase it online.
Based on what we learned from our researches so far, the Sitemap was built with the following criteria:
This first User Flow showes the steps a user would be taking within the website in order to convert efficiently. From the chart is clear enough how a user would easily find his way to our "Get a quote" page thanks to CTAs present on all the main pages.
This second User Flow was designed with the intention of studing the best way for a user to quickly obtain a quote for his cover of choice without having to input too many information at the very beginning of the form.
This was certainly the most challenging part of the project. As multiple information were required in order to calculate the correct pricing for each policy, I opted for the less invasive and most intuitive process I could think of and managed to simplify the entire flow into only 4 short stages. After the first stage though, which included collection of what I called "contextual information" (such as type of cover, destination/s, dates and number of people to cover), I was already able to present the user with a precise quote based on their choices. The last 2 stages were dedicated to the collection of personal details and payment processing.
The website structure and layout was unfolding pretty easily within my early wireframes. After sketching the flow for the quotation form though, I've realised that the only way for me to ensure my approach was effective was to test the form prototype from the very early stages.
The early usability tests on a Mid-fidelity prototype of the quote form went through 3 consecutive iterations before reaching a satisfactory level in terms of usability and understandability.
I have tested this early prototype on some of the users I have interviewed at the beginning of my research fase, on my stakeholders and through guerrilia testing. I asked my users to complete a series of small tasks and measured their results, fixed any issue along the way and retested until I felt I was ready to move on to the development stage.
I have designed Extramile's Corporate identity, company Logo and full Brand Guidelines and UI elements such as font types, iconography and the imaginary necessary to design the new company website.
The Extramile Insurance website is a responsive website designed and developed with in mind ultimately the user main needs. The home page is designed to give a straight and clear idea of what Extramile is about by introducing the company main insurance policies, what makes them different from other insurance companies and what advantages it offers.
The different products and services are presented and accessible from the main navigation and from the home page - product section. "Help" and FAQs pages are also reachable from the main navigation and from within every single page of the website - right-hand side column on each page.
Ultimately, the direct access to the "Get a quote" page is offered from multiple touch points on all the pages with CTAs directing the user straight to the page. The quote form itself is a dinamic, intuitive and simple form which requires possibly few minutes to be filled in, and serves the user with a comprehensive quote for the desired policy.