LEGAL & GENERAL

SENIOR ux DESIGNER / WUNDERMAN / LEGAL&GENERAL 2016

HOME INSURANCE JOURNEY REDESIGN

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.

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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