Selling insurance in an e-comm checkout flow

During some recent free time, I explored how the rental or hire industry could increase the sign-ups for theft or other insurance during checkout flows. Here's some of my thinking from a couple of hours.

I gave myself a fictional brief to increase the number of users opting for theft insurance while using a bike hire app. Usability testing revealed that riders often overlooked the insurance option, leading to a target of approximately 20% of riders adding theft insurance.

Analysis and design process

I began by recreating the existing app in Figma, ensuring a pixel-perfect representation as a solid foundation for the redesign. Afterward, I started reorganising elements on the screen and evaluating their prominence, such as placing the discount codes further down the page.

Here's the 'before' from the app I'd chosen.
My recreation in Figma—simplified for both platforms. Using new Material 3 toggles.

Without access to user feedback, I conducted a competitive analysis to understand how other apps handle insurance add-ons and adopted some of their strategies.

Competitive analysis insights

The analysis identified several categories that play a crucial role in the insurance market:

  1. Value-add: Emphasising the benefits and potential risks of insurance to users, making it clear why they should consider the add-on.
  2. Contextual and charged language: Utilising targeted language to help users understand the importance of insurance, highlighting potential concerns.
  3. Peace of mind: Employing emotive copywriting to assure users about their decisions, making them feel secure with their choices.
  4. One-tap: Streamlining the insurance activation process, either by including it by default or enabling it with a single tap, incorporating insurance into all experiences.
Competitive analysis of apps that offer insurance as an add-on.


Incorporating the insights from the competitive analysis, I redesigned the app in Figma. The new design focused on enhancing the prominence of the theft insurance option and modernising the overall look and feel. Key changes included:

  1. Reorganising screen elements to prioritise insurance options.
  2. Introducing contextual and charged language to highlight the importance of insurance.
  3. Utilising emotive copywriting to provide users with a sense of security.
  4. Implementing a one-tap insurance activation process for a seamless user experience.
My solution and what's changed.

Reflection and future improvements

Though the redesign addressed the primary goal of increasing rider awareness of theft insurance, there are several areas that warrant further exploration and improvement:

Though the redesign addressed the primary goal of increasing rider awareness of theft insurance, several areas warrant further exploration and improvement:

One area of potential improvement is gathering data on insurance usage patterns, including regional and time-based variations. This information would allow for more effective tailoring of messaging and offers to suit users' specific needs and circumstances.

Another aspect to consider is collaborating with engineering to conduct A/B tests and explore data-driven contextualisation of theft insurance. For instance, adapting messages during nighttime or in high-theft areas could provide a more relevant user experience and encourage insurance adoption.

It would also be beneficial to conduct ethnographic research to understand users' mindsets before, during, and after rental and their perception of insurance through interviews. This insight could help refine messaging and user experience to align with users' expectations and concerns.

For good measure I added a 3rd screen to capture anyone that isn't sure.

In terms of design, refining the UI to enhance accessibility, contrast levels, and type scale would improve the overall experience for a broader range of users. Ensuring the app is visually appealing and easy to navigate can contribute to higher insurance adoption rates.

Lastly, examining the broader system and its implications is essential for creating a truly inclusive and comprehensive app. This includes testing the design in multiple languages and on various devices to ensure seamless insurance adoption for users across different regions and platforms.

More case studies

GoodNotes Design Leadership

Supporting 12 designers to define the future of digital paper, bring high-quality study notes to every student, and tell the world about GoodNotes. Led development of the "Ink" design system.
Take a look

Honey Design System

Honey is a design system for Hive Home, a smart home company based in the UK. I led Hive’s first design system to streamline the design process and user experience with beautiful UI and cohesive journeys.
Take a look

LubePro Global

The LubePro app had issues that made it awkward for technical advisors to capture and analyse data during site visits. They found it quicker to use a notepad and their iPhone camera.
Take a look

Global Traceability Platform

Shell faced a three-month deadline to achieve full traceability for their lubricant products across bottles, cartons, and pallets in multiple locations worldwide. As the lead user interface designer, I collaborated with a user experience designer to map out essential business movements and streamline workflows.
Take a look

MarketHub 2.0

Shell MarketHub, a $19B B2B e-commerce site, had a considerable task when investing in a customer-centred digital overhaul. With 100k monthly orders, we faced an enormous challenge.
Take a look