SCTI Booking Process Redesign
Southern Cross Travel Insurance (SCTI) is a leading provider of travel insurance in New Zealand. While the company offers a range of comprehensive insurance products, user feedback revealed that the online booking process was cumbersome and frustrating for many customers. The challenge was to simplify the booking process to enhance the user experience and reduce drop-offs.
Problem Statement
Based on user feedback, SCTI's website booking process is perceived as overly complicated. Users reported too many steps, confusing navigation, and high drop-off rates, indicating the need for a more streamlined and intuitive booking experience to reduce frustration and improve conversion rates.
Objective
To redesign the SCTI booking process by simplifying the user journey, reducing the number of steps, and improving overall usability. The goal was to make the booking process intuitive and efficient, ensuring a seamless experience for users.
Research & Discovery
Methods:
- Customer Feedback Analysis:
Collected and analysed feedback from SCTI’s website to identify pain points.
- Competitor Analysis:
Reviewed booking processes of competitors to understand industry standards and best practices.
- User Interviews:
Conducted interviews with existing customers to gain deeper insights into their experiences and expectations.
Key Findings:
- Excessive Steps:
The existing process required users to complete multiple steps, leading to frustration and higher drop-off rates.
- Confusing Navigation:
Users found it challenging to find relevant information, which added to the complexity of completing a booking.
- Lack of Progress Indicators:
Users were often unaware of how far along they were in the booking process, contributing to a sense of confusion.
Persona Development:
Based on the findings from the competitor analysis and market research, I developed personas to guide the design process. Here’s an example of one of the key personas:
Based on the research findings, I created wireframes to address the identified issues. The key features of the new design include:
- Streamlined Booking Process:
Reduced the number of steps required to complete a booking, allowing users to complete their purchase more quickly and easily.
- Clear Navigation:
Simplified navigation with a clean, intuitive interface that guides users through the booking process without confusion.
- Progress Indicators:
Added visual progress indicators to inform users of their current stage in the booking process, reducing uncertainty and frustration.