John Lewis Home Insurance
Redesigning the insurance buying journey for one of the UK's most recognised brands — making a complex product feel simple, clear, and unmistakably John Lewis.
The Problem
Home insurance is a category where competition is fierce and loyalty is fragile. John Lewis Money needed their journey to feel distinctly different — not just cheaper or faster, but genuinely clearer. Customers were dropping off mid-quote, calling support with basic questions, and defaulting to price comparison. The experience wasn't earning the premium the brand deserved.
"Exceptional at joining the dots across teams, driving clarity and bringing energy and ideas at every step. A real team player, a great sounding board and someone who makes things better just by being involved"
Jamie Lord, Digital Experience & Product Leader
The Result
A redesigned quote-to-buy journey that increased completion rates, reduced support calls, and strengthened the brand's position in a crowded market.
- +23%
- Quote completion rate
- -35%
- Support calls during purchase
- +15%
- Renewal rate improvement
Overview
The Role & Impact
Lead product designer responsible for the quote and buy journey. Worked closely with underwriting, customer service, and brand teams to balance commercial targets with genuine customer clarity. We restructured the journey around customer understanding rather than data collection. Questions were rewritten for plain language, screens were simplified, and every decision point was designed to build confidence rather than create doubt.