Qantas Insurance

At Qantas I lead the design vision for Qantas Insurance, turning a poorly performing website into an industry leader in conversion with 5 single page application sales funnels. The user experience of a sales funnel cannot be over stated, form validation and notifications are critical as I aim to give the user the correct feedback when they expect it.

Accessibility is an often overlooked factor in design, working for a company like Qantas there is a high expectation that we will deliver an accessible experience. I have designed Qantas Insurance sales funnels to be WCAG AA compliant with keyboard and mouse detection functionality.

I am always looking to optimise the user experience, increase sales and decrease drop offs. To test my hypotheses I have conducted group, 1:1, and remote user testing, then releasing design variations I use tools such as Hotjar and Google Analytics to analyse the results. After I redesigned the health insurance sales funnel we increased sales conversion from 1% to 3%. Redesigning the homepage increased overall clicks to other parts of the website by 31% while keeping the same click rate into our sales funnels.

I also created a design system for Qantas Insurance with accessibility baked in, a Sketch library and fully responsive modularised components. I then expanded upon this design system to work for the Qantas group.