Select by Urban Jungle
B2C Insurtech | Non-standard home insurance
Designing a home insurance product for complex properties
OVERVIEW
Urban Jungle is a UK insurtech offering home insurance products. There was 1 in 4 customers who started a home quote and couldn't be covered at all.
These customers needed non-standard home insurance. Something about their home or their circumstances, an unoccupied property or cancelled insurance, makes their risk more complex to price, so insurers need more information to cover them. The industry has never solved this well. The usual customer journey is filling out a long, jargon-heavy form that still ends in a mandatory phone call.
I owned the design workstream from research through to creating a new design system, the direct purchase journey, the account manager and marketing flows.
ROLE
Sole Designer
Leading the work end to end from research to delivery.
TIMELINE
Jun - Oct 2025
Delivering several user flows and a full account manager.
TEAM
XF team of 8
1 Designer (me)
1 Product Manager
6 Engineers
SCOPE
Research → hi-fi
Discovery, question flow, quote and checkout, and the launch build.
SOLUTION
An overview of the product
Brand guide
Typography
Aa
Poppins
Medium, SemiBold, Bold, ExtraBold, Black
Heading 1
Heading 2
Body
Microcopy
ExtraBold
Bold
Medium
SemiBold
30pt
18pt
18pt
14pt
Select needed it's own brand
Our standard product claims (from £5/month, rolling plans, age-blind pricing) didn't apply here. Using them would mislead customers.
So we created a distinct sub-brand with its own name, logo, and colour that clearly signals a different, tailored product while staying within the Urban Jungle family.
How to move customers into our journey
Most customers don't know they're non-standard, so being moved to a different product can feel like failure. A modal transition keeps them inside the Urban Jungle environment, explains the tailored journey ahead, and auto-fills everything they've already entered.
Creating different flows for different needs
Instead of separate, siloed forms, a single dynamic flow adapts to the customer's property profile. Buildings-only strips out irrelevant contents questions, landlords get targeted questions and add-ons, and unoccupied homes get tiered cover built for empty properties.
Handling endorsements
Endorsements, the written changes that add or remove cover, are surfaced before purchase, not after. If a condition would void all cover, we ask upfront. Lesser conditions are flagged through warnings or a dedicated exclusions page the customer confirms they've read.
OUTCOME
Since we've launched we've achieved
REFLECTION
What the constraints taught me
Title
Rejection is a UX problem and the way it’s framed matters enormously. Moving a customer to a specialist product can feel like personalisation or like failure. The design decides which.
Title
Transparency reduces friction downstream. Pulling endorsement fine print into the UI cuts support tickets and builds genuine trust. Customers who understand what they're buying don't need to call.