SENIOR ux DESIGNER / WUNDERMAN / LEGAL&GENERAL 2016

HOME INSURANCE service DESIGN

Context

  • Legal & General commissioned a redesign of its online home insurance quote journey to improve usability, clarity and conversion within a regulated financial services environment.

  • The journey involved multiple cover categories, add-ons and legally sensitive content requiring careful sequencing and comprehension validation.

  • I was engaged to lead iterative UX refinement across four sprint cycles.

PROBLEM

User testing in early sprints identified friction across:

  • Question sequencing and cognitive load

  • Add-on duplication and policy confusion

  • Personal possessions categorisation thresholds

  • Tone and language clarity

  • Navigation expectations

A core structural challenge emerged around how high-value items (e.g. bicycles, jewellery) were categorised within the quote flow.

Stakeholders were internally divided on whether certain items should be defined as standard household goods or as specialist/high-value add-ons, creating complexity in journey logic.

My Role

Across four sprint cycles, I:

  • Led stakeholder consultation and sprint planning

  • Designed interactive Axure prototypes

  • Developed and moderated structured usability testing sessions User Testing Sessions

  • Synthesised behavioural findings into prioritised recommendations

  • Presented insights to agency and client leadership

  • Iterated journeys in response to validated findings.

Approach

Each sprint followed a structured research-led cycle:

  1. Define hypotheses and areas of friction

  2. Prototype interactive flows

  3. Conduct moderated usability testing

  4. Analyse patterns and decision bottlenecks

  5. Agree structural refinements.

  • By Sprint 4, it became clear that the core sequencing model was contributing to user hesitation.

  • Rather than forcing users through a linear decision hierarchy (A → B → C → D), I proposed restructuring key cover categories in parallel, allowing users to self-select relevant add-ons without navigating layered classification logic.

  • This shift simplified mental models and reduced stakeholder conflict around categorisation.

  • I am unable to show images, as prototypes developed in Axure were under NDA.

outcome

  • Simplified decision architecture for cover selection

  • Reduced cognitive load across quote journey

  • Improved clarity of add-on selection and user confidence

  • Delivered validated UX refinements across four structured sprint cycles

  • Received positive client feedback and request for continued engagement.

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