The Problem

Feedback and research indicated that customers of 1Cover Travel Insurance were struggling to find the Claims Page and Policy Manager, which were located in the top navigation bar.

The information architecture (IA) of the primary navigation bar also made it difficult for customers to get help and surface relevant content. It was hypothesised that poor navigation IA was also negatively impacting SEO. My role in the project focused on the following process:

The Process

  • Competitor analysis
  • Insights from Google Analytics
  • Insights from SEO Consultant
  • Empathy mapping & customer journey mapping
  • Ideating and wireframing
  • Prototyping
  • Iterating after stakeholder feedback
  • Monitoring performance

Results

  • Significant reduction in requests for call centre support
  • Increased user sessions in Policy Manager
  • Uplift in search engine rankings for head term “travel insurance”

Before

After