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 researches in order to develop a dedicated solution for a product intended for an extremely competitive market. The aim was to target users about to travel to areas of the globe considered, or percieved as dangerous.
As Extramile was a start-up company for the UK market, the biggest challenge was the size of the team. Time and budget were not a limitation for this project, therefore I had the chance to perform full qualitative and comparative research before starting any design work. I worked as solo Product Designer, but in order to achieve effective results I have also always kept liaising directly with clients and stakeholders to learn their needs and priorities, organise planning and brainstorming sessions and collect feedback.
I recruited 6 users who met demographics. All users were between 20 and 50 years old - 2 business users, 2 private users 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 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 branding strategy.
Next step of the research 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 researches 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 seconds a precise quote for their cover of choice and easily purchase it online.
The Sitemap was built based on the following considerations:
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 could 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. 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, which included collection of what I called "contextual information" (such as type of cover, destination/s, dates and number of people to cover), on the second stage 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.
I was at this point ready to move onto sketches & wireframes designs to visually define best steps and processes in particular for the quotation form.
While the website structure and layout was unfolding pretty easily, the early usability tests on paper prototype and on screen prototype for 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 with some of the users I have interviewed at the beginning of my research fase. I asked them to complete a series of tasks and measured their results, fixed any issue and retested until I felt I was ready to move on to designing the UI.
I have developed Extramile's Corporate identity by designing the company Logo, full Brand Guidelines and all 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 and concerns about ensuring himself and his family, friends and collegues the best possible cover. The home page is designed to give a straight and clear idea of what Extramile is about by introducing the company main insurance policy formulas, 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.