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 design workstream E2E 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 to hi-fi
Discovery, question flow, quote and checkout, and the launch build.
SOLUTION
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.
OUTCOME
REFLECTION
Navigating customers away from the product they wanted intentionally
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.
Advocating for better UX regardless of industry norms
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.