Redesigning a text-heavy, outdated page into a guided step-by-step online quoting process that simplifies insurance for users

Mission Goal

Modernise Turners’ car insurance flow to reduce friction, increase online conversions, and strengthen customer confidence in self-service.

Business Context

Turners is a New Zealand auto retailer offering vehicle sales, finance, and insurance in partnership with Autosure. Its insurance range includes Mechanical Breakdown and standard car cover, with add-ons like roadside assistance and replacement vehicles. However, customers can’t get quotes or purchase insurance fully online — a major friction point in an era where 68% of insurance buyers globally prefer to transact digitally (The Digital Insurer). This gap represents both a growth opportunity and a churn risk.

Understanding the Customer

Reframing the Opportunity

Problem statement

Customers who value transparent, self-service insurance face friction in Turners’ current journey — no visible calculator, back-and-forth emails, and in-person finalisation — leading to uncertainty about coverage and higher switching likelihood.

Opportunity

Simplifying the process would not only ease customer effort but improve conversion rates and retention, lowering support costs and differentiating Turners from competitors.

How we find the right ideas

By using multiple ideation methods including Crazy 8s, we narrowed down to a few effective solutions that aligned with user needs.

Shaping the Solution

Our concept

Concept: Confidence-First Quote Builder: A streamlined quoting tool designed for clarity, predictability, and ease

Key design elements

Validating and Action though Testing

Remote moderated usability sessions by measuring clarity, effort, and task success on the prototype, using the following metrics:

• SEQ (Single Ease Question)
• CES (Customer Effort Score)
• SUS (System Usability Scale)
• Success %, mean time per task

The Final Design

Some snippets of our website. The biggest challenge with creating the high-fidelity mockup was to upgrade and innovate the current look and feel, which is outdated and cluttered. We successfully solved the issue by crafting an extensive design system with more variations of fonts, colours and components, which are used strategically across the pages.

Reflection

Biggest Challenge:

Balancing clarity for customers with the amount of insurance content and business constraints.

Key Learning:

Usability testing is not just about user satisfaction — it’s a strategic decision tool for improving ROI and digital conversion.

Next Step:

Re-test refined flow with new participants and integrate real-time calculator logic.