MY ROLE

I led and was responsible for the product and proposition definition, visual design, copywriting and branding.

I delivered on the client goals whilst ensuring the business goals were met. 

THE APPROACH

WHAT'S AN ACTIVITY?

We needed to build our knowledge of how holiday activites are insured when travelling. What the process is today and what typical things are covered to enable us to identify the opportunities for Udo.

We wanted to establish any common activities within standard policies and see if these could be mapped into buckets to make the purchase simplier.

LEAN FORWARD

We adopted a lean approach to ensure early assumption validation. During the initial prototyping stage we created a group wide internal focus team to create group ownership at every stage to maximise the ideation stages.

THE DISCOVERY

GETTING ACTIVE

At the begining of our discovery phase we met with a broad range of potential users. From local sports clubs and semi professional mountain bikers, to amatuer adrenaline fanatics always looking for the next adventure, like Udo's founders. Some took specialist insurance through a club affilation and some simply relied on their travel insurance policy but lacked clarity as to what would be covered.

It's was during this phase we discovered a common attitude across all groups. Whilst someone would get insurance when hitting a downhill mountain bike course in Les Gets, they never even considered being insured for a day out at a course in the UK. The feeling of safety at home maybe?

We then branched out with our research into two types of users, home and away to see if we could expand the product to provide services to both.

Our 3 primary personas were designed based on our initial conversations with potential users and Udo, they would ensure we kept our focus on making it easier to enjoy life's little adventures both home and away.

Neil, 30 year old who likes to compete in at least 3 mountain bike competitions across Europe per year. He trains every other weekend in the UK with friends.

Lisa, 23 year old whose favourite phrase is 'bring it on!'. She holidays at least twice a year and it's all about what her and her group of frineds can do whilst on holiday.

Jack, 21 year old who went canoeing with the family when he was 17 and caught the bug. He is a local club member and can be found on the water most weekends.

We used these personas constantly throughout the discovery phase of the project to shape and guide design decisions and establish priorities within the project

GLOBAL ADVENTURERS

Our global adventurers always get travel insurance for their trips. Nearly all the people in this group admitted to not knowing what is and isn't covered when they go on holiday. One participant spent a few days cave diving whilst on holiday in Thailand. They had a mobile phone stolen from the changing rooms and only discovered, when they tried to claim, that the sport was not covered in their policy due to the high risk nature so they were unable to claim. The biggest concern they had was if they actually suffered an injury whilst doing it they would have been stuck with a hefty medial bill, so having a quick and easy way to check if they were covered would have been great.

Most activities were unplanned and spur of the moment things and all felt you can't really go off and call your travel insurance company and wait to take out a new policy, it took the fun out of it.

We also found that people, like Neil, who are members of a club will book specialist insurance through club affiliations and have the right cover in place whilst they are there. 

THE STAY AND PLAY

Very early on it became apparent across the groups that no one considered having activity insurance when doing any kind of sport at home in the UK. Even the people that took out comprehensive cover when travelling abroad.

A big response was that they never knew it was an option and all agreed that the risk to injury is the same no matter where you are. 

Your travel insurance would cover you whilst off work, especially if you had income protection. But if the same happened at home, you are put into a situation that you would rather not be in.

COVER

Lack of awareness in what is covered and what is not. Activities can be spur of the moment and you don't know what you are doing until you do it.

EASE

There is a general feeling that it's not easy to add activities to your policy and also a lack of awareness of the process or options involved.

ONLY FOR HOLIDAYS

It's seen as something that is just part of your travel insurance policy when you are on holiday.

RISK

It was agreed that the risk is the same at home or away.

GET COVERED

Activities are grouped into PACS to make the product as simple as possible. PACS are defined by risk profiling.

400+ SPORTS

A simple predictive search allows for fast activity results delivered back to the user.

GET COVER

Once you have found your activity it's a simple tap to buy a PAC of your choice. These are purchased in blocks of time allowing you to turn them on and off as you need them.

PAC MANAGEMENT

Previous and current PACs are displayed with a simple tap and allow the option to re-purchase or activate all from the same screen. 

CHOICE

Each PAC type contains a wide range of covered activities based on risk. Activities are sortable and searchable.

READY, STEADY, GO!

Swipe right on a PAC to activate the timer and you are covered. Cover lasts until you swipe off.

CLEAR

Text based policy pages are presented in a clean structured format in a natural language easily understood by users.