LIRFC – Travel Insurance

Task

Travel Insurance represented a huge, as yet not fully tapped, business opportunity for this Leading International Retail Finance Company (LIRFC). Though travel plans are made weeks, sometimes months, in advance, the same urgency to act does not apply to buying travel insurance. Indeed, holiday makers sometimes don’t even consider insurance options till close to their travel dates.

Key Insight

This decision is often seen as routine, something that must be done, and does not have the same significance to the holiday maker as say, sightseeing options. Another reason for the inertia is the nature of the decision itself. It’s insurance, and the chance of something going wrong isn’t what the holiday maker wants to contemplate.

Solution

The solution was to make the experience of travel insurance purchase close to that of other travel related purchases. The website was redesigned to bring it more in line with travel, both visually and in tonality.

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