Insurance website redesign
Portcullis (Basil Fry & Co.)
Note: The implementation shown in production differs slightly from these designs. The differences were introduced during development and were outside the scope of my design decisions.
The new checkout process, as used by customers.
Context
Portcullis is an insurance service from Basil Fry & Company, provided to UK military personnel, for their goods when moving between posts. The aim of the service is to supply insurance that is specific to the unique demands of service life. Clients can receive low policy excesses, extended storage and cover under an all risks basis.
However, the product hadn't been touched in years, it had become outdated, and the user flow was all over the place.
Before: unresponsive structure with tired visuals
After: consistent structure across all touchpoints
Problem
The product lacked direction, and any reassurance that is required in gaining the trust of a new client. With incorrect hierarchy, inconsistencies in design, and an unstable payment system, users reported difficulty in acquiring an insurance policy.
The new checkout process, as used by customers.
Approach
I started with a UI audit, by mapping out inconsistencies, redundant styles and areas that offered nothing to the user. The redesign focused on clarity and trust: removing decorative elements, standardising spacing, and creating a friendly visual baseline that could sit comfortably on any touchpoint.
Most customers found the greatest difficulty was adding their list of goods so they could receive a calculated premium, as well as making the final payment, so the work was split into three goals:
The work was split into three goals:
Rethinking the payment flow to remove friction and improve conversion.
Restructuring the architecture around how users actually acquire their insurance, and making the service responsive.
Creating a scalable design system and component library, to bring consistency across the product.
Components ensured and maintained consistency
Solution
I provided a clear and trustworthy product that is aligned with the a new design system. It now presents information clearly, and stays visually consistent across all touchpoints for customers. The new layout improved readability, simplified the hierarchy, and removed the visual tiredness it previously had, allowing users to acquire an insurance policy with ease.
Obtain a Quick Quote before proceeding with the payment process
Email confirmation
Users can access the service though multiple touchpoints
Impact
Portcullis can now be accessed anywhere, and users are given reassurance about what the service on offer. Furthermore, the communication lines now extend further, with updates between the support team and client regarding storage extensions.
The policy purchase flow has not only seen an increase in conversion rates, but it now extends beyond the confirmation with users
35%
Faster checkout rate following my redesign
'Oliver worked with precision, making Portcullis so much more straightforward to use.'
Daniel Johnson
Broking Director, Basil Fry & Company