Insurance sales consultation

This work reframed the buying journey around decision confidence rather than conversion mechanics. The goal was to help users move forward not because they were pushed, but because the product made the right next step feel obvious.

The existing buying journey reflected a common problem: users didn’t drop off because they couldn’t click through—they dropped off because they weren’t sure they were making the right decision. Key information was either missing, poorly timed, or presented in a way that increased hesitation rather than reducing it.

I led a redesign that focused on sequencing information around user doubts and tradeoffs. Instead of treating the journey as a funnel, we treated it as a confidence-building process: clarifying value, reducing unnecessary choices, and making progress feel safe and reversible.

This shifted the experience from “figure it out as you go” to “this makes sense, I know why I’m moving forward.”

Outcomes:

• Improved progression through key stages of the buying journey

• Increased conversion driven by clearer decision cues and reduced hesitation