In 2017, Travel Insurance Direct embarked on a full rebranding and redesign project.
This project was about improvement, and ensuring the best possible outcome for TID users. The brand was well established, and the site performing well – so we weren’t asked to fix problems, but rather to look to the future and ensure TID was set up to the a genuine leader, the best it could be.
This was project of several phases. First, in combination with branding specialist, we executed a deep dive into their users what they need, and what they wanted, within the strictures of the regulatory structure. As well as analyzing existing statistics, we conducted extensive testing with real users, looking at language, tone of voice and expectation as well as the standard focus on UX/UI. The challenge here, which we tested and retested, was getting users the correct information as quickly as possible, while still being informative, and meeting regulatory requirements.
A particular focus was placed on the millennial audience, who were thinking about insurance for the first time. We explored what they found most important, in the short term, and what would make them return.
The solution we developed , utilsiing the new brand, is fun, inventive and visually striking. It acknowledges the mixed level of knowledge in the community about insurance, and seeks to inform users as they go. Users are presented with information relevant to their behavior on the, as personal and useful as possible. Most importantly, the site showcases the fact that TID can and do assist users right throughout their journey.