Rebuilding a Fragmented Experience to Enable Cross-Platform Scale

Impact

• Questions reduced by 63%

• Screens reduced by 36%

• New business conversion increased from 7% to 13%

• Return customer conversion more than doubled from 15% to 37%

• Marketing efficiency improved to £9 return per £1 spent

Problem

Over 7 years, the quote journey had evolved into a complex, fragmented system:

• Legacy decisions layered without clear rationale

• Conflicting requirements across UX, pricing, and compliance

• Limited visibility into what actually drove conversion

• An architecture that made experimentation slow and unreliable

At the same time, each platform had diverged significantly:

• iOS, Android, and Web all had different journeys

• Inconsistent patterns, behaviours, and feature implementations

• No clear source of truth for how the product should work

This created major challenges:

• Inconsistent user experience depending on platform

• High maintenance cost for teams rebuilding the same logic multiple times

• Slow iteration, as changes had to be designed and implemented separately

This wasn’t just a UX issue. It was a system, platform, and measurement problem.

My role

I led the redesign, working across product, engineering, pricing, and compliance.

Post-launch, I operated in a hybrid Designer / Product Manager role to:

• Drive iteration across product squads

• Improve experimentation velocity

• Ensure decisions were grounded in reliable data

Alignment & Key Decisions

Rather than optimise screens, we focused on rebuilding the system.

1. Simplify the journey to what actually drives price

• Removed 63% of underwriting questions

• Cut anything not contributing to pricing or decision-making

• Shifted to showing a real final price earlier

This reduced friction and improved trust.

2. Unify the experience across platforms

• Designed a single quote journey for iOS, Android, and Web

• Standardised flows, patterns, and behaviours

This eliminated duplication and made iteration significantly faster.

3. Build for experimentation from the ground up

• Introduced a consistent tracking and events system

• Enabled reliable A/B testing across the journey

This allowed us to measure impact and scale what worked.

Delivery Approach

Given the scale of change, we avoided a full redesign launch.

• Rolled out incrementally

• Benchmarked each step against the legacy journey

• Only progressed when performance improved

This reduced risk while maintaining momentum.

Outcome

• Conversion nearly doubled for new business

• Return customer conversion more than doubled

• Improved data quality and confidence in decision-making

• Enabled faster iteration across product teams

Reflection

Improving conversion at scale isn’t just about better UX, it’s about building systems that make improvement possible.

By simplifying the journey, unifying platforms, and enabling reliable experimentation, we created a foundation for continuous growth.