Case Study: 1Cover Travel Insurance
Improving the Purchase Path for Australia’s Leading Travel Insurer
1Cover approached EUX Digital to conduct a full Purchase Path Review for their core online sales journey – the “Get a Quote” flow. Despite being a long-standing market leader, the team at 1Cover wanted fresh, user-driven insights into how to improve mobile and desktop conversions, simplify the quote process, and align their UI with modern accessibility and branding standards.
Goals
01
Identify usability issues and friction points in the quote journey
02
Optimise for mobile responsiveness and accessibility
03
Increase clarity, speed, and conversion for first-time users
04
Support internal dev team with wireframes, design specs, and documentation
05
Update visual branding to better align with best practices
Phase 1: UX & Competitor Audit
We began with a deep UX audit of 1Cover’s existing quote journey across mobile and desktop.
This included:
- Full heuristic analysis and CRO best practice review
- Competitive benchmarking against global travel insurers
- Accessibility review across devices
- Analytics review alongside the client’s in-house data analyst
- Review of Hotjar recordings, heatmaps, and clickmaps
This research uncovered multiple friction points impacting mobile conversions, trust visibility, and input clarity – especially across popular iOS screen sizes.
Problem :
Excessive spacing hides trust badges
on iPhone 13 and smaller devices.
Recommendation :
Reduce spacing to make badges visible, or place “Before you buy, please read our travel alerts” in one line so logos can move up.
Problem :
The “Get a Quote” button is not always visible on mobile, potentially reducing conversion rates due to limited accessibility while scrolling.
Recommendation : Add a “Get a Quote” button on the header that remains visible at the top of the screen while scrolling to ensure easy access and improve conversion rates on mobile devices.
Problem : The departure date is pre-filled as 27/06/2025, but the return date field is blank, which may cause confusion for users due to the inconsistency.
Recommendation : Pre-fill both the departure and return date fields with the same date format (e.g., DD/MM/YYYY, such as 27/06/2025) and allow users to update the inputs as needed to enhance clarity and consistency.
Phase 2: Branding & Quick Wins
In tandem with the audit, we worked with the internal team to refine and modernise 1Cover’s brand guidelines. This ensured alignment with accessibility contrast ratios, scalable button styling, and typography that translated well across responsive breakpoints.
We also identified a set of quick wins that could be implemented immediately, like restructuring trust badge visibility, adjusting padding issues, and surfacing CTAs persistently on mobile.
Phase 3: Wireframing
Once the core insights and recommendations were approved, we developed a full set of wireframes for mobile and desktop screens.
This included:
- Reworked input logic for start/end dates
- Responsive layouts optimised for ease of scrolling and conversion
- Prioritisation of key CTAs (e.g., “Get a Quote” always visible)
- Layouts that accounted for legal text, multi-policy types, and campaign banners
Wireframes were reviewed and approved across multiple rounds with 1Cover’s product and development team.
Phase 4: UI Design
Our final phase involved full UI design in alignment with the updated branding. We presented designs in two stages; mobile-first, then desktop, and delivered a scalable design system that could be reused across other parts of the site.
The final UI:
- Is fully responsive and WCAG-compliant
- Offers vastly improved user flow with fewer distractions
- Is clearly structured for implementation by the internal development team
Testing & Handover
While implementation is currently underway internally.
We delivered:
- A full component-based design system
- A prioritised set of CRO recommendations for future testing
- Annotated files for smooth dev handover
- Ongoing availability of our Sydney-based developer on SLA, if required
Client Review
”The team at EUX Digital are professional and efficient. Rupert and Adrian quickly understood our requirements and delivered a fit-for-purpose solution with great UX. While we’re yet to implement the improved design and measure the resulting gains or uplift, the work delivered to date has been impressive.
Natalie BallManaging Director at 1Cover
