UX / UI / Website Design

Uinsure Insurance

Redesigning insurance for simplicity

As leaders and innovators in the insurance sector, Uinsure invited 180South to help reinvent their customer home insurance application process.

Understanding the human need.

Applying for home insurance has long been a frustrating experience, with users facing dozens of complex questions just to receive a quote. These challenges often led to customers abandoning the process or even choosing not to purchase home insurance at all.

“Research showed that some target groups were increasingly abandoning home insurance altogether due to the poor user experience across the industry.”
Andy Crawford. Creative Director & Founder

Our challenge was to create a smarter, faster process while still capturing all the necessary data.

 

Our goal was clear: reduce the number of steps required from start to payment. We achieved this through a cycle of:

• Collaborative workshops to map out every user interaction
• Rapid prototyping to explore new, more intuitive approaches
• User testing to refine and validate improvements in real-time

This process allowed us to continuously review, refine, and iterate, ensuring that every design decision made the application more efficient and user-friendly.

Mobile-first thinking

With 93% of Uinsure’s traffic coming from mobile devices, designing for mobile was a priority. The focus was to optimise the screen real estate for a step-by-step journey, ensuring each task was clear and friction-free.

  • Minimised cognitive load – reducing unnecessary decisions and mental effort for users
  • Streamlined layouts – making the experience clear, visual, and action-driven
  • Faster application times – reducing friction at every step to improve conversion rates

Strategic execution and agile collaboration

We worked closely with Uinsure’s leadership, technical, and delivery teams to align the design sprints with their development roadmap. By staying at least three weeks ahead of development, we ensured:

  • Confidence in the build process with fully prepared designs
  • Seamless handovers to developers for smooth implementation
  • Clear planning and alignment with internal deadlines set by the board

A scalable, customisable solution

A key objective was ensuring that Uinsure’s new platform could be easily rebranded and adapted for multiple partners. The solution was designed with:

  • Flexible brand styling – allowing seamless adjustments to colours, typography, and iconography without impacting user experience
  • Scalability – ensuring the system could be deployed across over a dozen partner brands without requiring major design modifications

Results and rollout
The final rollout exceeded expectations, providing a dramatically improved experience that led to:

• Increased user engagement and completion rates by 6%

• A streamlined, stress-free process for customers saving 12 minutes on average

• A scalable solution that successfully adapted to multiple brand environments, providing a white label product for Knight Frank in the 1st 8 weeks.

Great UX equals delighted users.

Thinking about improving your customer journey? Let’s talk.

What our clients are saying

We love the simplicity, We now have the go-to app for flights.

Craig MacKay / Head of Marketing / Netflights.

We’ve done this together, you’ve really helped us create a great National brand & website. Thank you!

Reg Rix / CEO / CarFinance 247

180South exceeded Kirona’s expectations. Where Kirona faced design challenges, 180South presented clean and highly effective solutions

Jamie Heaton / Marketing Manager / Kirona

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