benji kim
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Soventure / Case study

Making travel insurance
easier to understand and buy

Soventure product demo
Role
Senior UX Designer
Period
2023–2026
Product
Consumer travel-insurance marketplace
20% higher conversion
vs. parent site InsureMyTrip
Team
Graphic Designer · Insurance Specialist · Front-End Developer

Learning to design for consumer behavior

Fewer steps didn't make a better journey.

Soventure's travel-insurance marketplace had a comparison problem: plans looked alike, and travelers couldn't tell which one would actually cover their trip. Over three years, I owned the plan comparison, quote, and purchase experience, working with a front-end developer, an insurance specialist, and a graphic designer.

Our first big test challenged our own assumption. We expected that moving the quote form onto the homepage would shorten the journey. It didn't. Travelers who reached a dedicated quote page finished more often / with fewer drop-offs, so we kept the extra step and put the effort into what happened after it.

Quote-form A/B test: top, the form embedded on the homepage; bottom, a homepage leading to a separate quote-form page
Top: quote form on the homepage. Bottom: quote form on a dedicated second page—the version that achieved noticeably better overall conversion.

What research revealed

Medical coverage and trip cancellation mattered, but simply displaying a cancellation benefit wasn’t enough. Travelers wanted to understand which reasons for cancellation were actually covered. Activity coverage was another key consideration. Benefits such as baggage delay carried less weight in the decision.

Traveler interviews and activity-specific coverage questions.
Traveler interviews and activity-specific coverage questions.

Making plans easier to compare

Comparing Squaremouth and TravelInsurance.com with Soventure highlighted how much the structure of a results card matters. Dense lists require travelers to read each plan line by line; a consistent, labeled grid lets them find the same benefit in the same place across plans.

Soventure’s cards give coverage limits fixed positions and keep the plan name and total price visually distinct. Category tags explain what makes a plan different, while ratings and review counts provide trust signals. Benefit-based filters help travelers narrow the results before comparing the details.

Squaremouth and TravelInsurance.com results pages alongside three plan cards, with Soventure’s labeled coverage grid at the bottom
Competitive comparison: consistent benefit columns and separate price placement make plan details easier to scan. View full size ↗

Reducing friction at the point of purchase

The opportunity wasn’t another feature. It was removing decisions, consolidating requirements, and answering last-minute questions before purchase.

Before-and-after comparison of the Soventure purchase page showing the removal of add-ons, consolidated terms and conditions, and a newly surfaced return policy.
Simplifying the final purchase step: removing add-ons, consolidating required acknowledgements, and surfacing the return policy before checkout. View full size ↗

What changed

Soventure converted at a 20% higher rate than InsureMyTrip. Based on that result, most of Soventure's design — including the quote results page, plan row layout, and shortened purchase flow — was adopted into the parent site.

A decision under disagreement

Our head of ecom wanted to keep the upgrade section and provider terms in the main purchase path, concerned that removing them would hurt average order value or expose the company to risk. I argued for pulling them out based on funnel data / user research, accepting a possible AOV trade-off for a faster, clearer path to purchase. We tested it, and the conversion gain held up — the flow was later adopted into InsureMyTrip.

Product journey

From trip details
to protected travel.

Follow the purchase journey from understanding the offer through entering trip details, comparing plans, and completing checkout.

01 / 05Orient
Soventure homepage introducing travel protection plans

Homepage

The homepage introduces the product, establishes trust, and gives travelers a clear route into the quote journey.

What I learned

Reflection

Speed and completeness pulled against each other throughout this project. Removing the upgrade section from checkout was the clearest example: I chose a faster path to purchase and accepted the risk of lower average order value, and the conversion lift more than justified it.

Related / Research & product strategy

The Customer Journey We Didn’t Own →

AI-assisted insurance shopping, the limits of observed evidence, and a proposed study of where the marketplace remains valuable.