Enhanced travel insurance purchase journey

Hero

• The headline sells the outcome, not the product. Nobody wants travel insurance. They want the holiday to go well.
• Every benefit shows its actual amount. "Comprehensive cover" tells you nothing; RM50,000 of medical care tells you what you are buying.
• One button, for the person who already trusts Etiqa and just wants to see the plans. It drops them straight there.

CTA = action-oriented, CTV = value-oriented. CTA: "Take this step" CTV: "Here’s why this matters!"

The why

• Real customers, photographed where they actually went, so you picture your own trip instead of a stock beach.
• Each card shows what she paid. Price is what people came for, so it turns up here too.
• A short video for anyone still wondering whether they need travel cover at all.

The how

• Three numbered steps, so you know how long this is going to take before you start.
• And a number on it: protected in under five minutes. "Quick" is not something anyone can act on.
• Two buttons, because not everyone arrives ready. One starts the purchase, the other goes to the testimonials.

Testimonials

• A face and a name. An anonymous testimonial is a paragraph nobody believes.
• Two quotes from the same person: buying it, and claiming on it. Insurance is judged on the second one, and almost nobody shows it.

Featured products

• Three questions, then a price. Where, when, who with. Nothing personal.
• Takaful and Insurance side by side, so you can compare them instead of visiting one and going back for the other.
• "Single Trip" and "Annual Trip" became "One-Off Holiday" and "Year-Round Coverage". Half the people I interviewed read the old wording backwards.

The purpose of this section is to provide upfront pricing, addressing a key pain point from my interviews.

Review plan

• A stepper that says what each step is, not three dots that only tell you how many are left.
• The takaful and insurance toggle stays on this screen, so changing your mind late costs a tap instead of a restart.
• Exclusions drawn rather than listed. They barely differ between products, so the artwork gets used everywhere.

One downside to pre-filling trip details is that users might skip them.

Traveller details

• Your NRIC already contains your date of birth and gender, so the form works them out instead of asking. Switch to passport and both fields come back, because a passport number does not carry them.
• Four short sections instead of one long one. Finishing a section feels like progress. Scrolling a wall does not.
• Ethnicity is four buttons you can see, not a dropdown. One tap instead of open, scan, choose, close.
• Banks are shown by logo. People spot the black tiger on yellow long before they read the word Maybank.

Since the DOB field cannot be edited, I designed the display for gender and DOB to appear only after the user inputs their NRIC. This approach eliminates unnecessary fields, making the form feel shorter.

Payment

• One summary instead of the same details twice, grouped by what each part is for.
• VISA, Mastercard and AMEX sit under a single "Credit or Debit Card" option. It is one decision, not three.
• The billing address is asked for at checkout, where people expect to be asked, so it does not feel like a fishing expedition.
• Gross, discount, tax and stamp duty listed separately, so the total can be checked rather than taken on trust.

Success

• It says where the certificate is going and how, so nobody is left wondering what happens next.
• The app is offered after the money has changed hands, where it is a service rather than an interruption.