Tawuniya — Travel insurance in 4 steps, not 18
Redesigning Tawuniya's travel insurance portal: an 18-step legacy flow turned into an intuitive 4-step, mobile-first experience.
- Client
- Tawuniya
- Year
- 2022
- Role
- Product Designer — UX & UI
- Industry
- Insurance
Overview
Tawuniya is one of Saudi Arabia's largest insurers. I led the complete redesign of their travel insurance portal — transforming a complex 18-step process into an intuitive 4-step experience covering personal details, policy coverage, summary and payment, with full Arabic/English support and local payment methods.
The problem
The existing portal had a 31% completion rate. Users were frustrated by lengthy forms, unclear pricing and a poor mobile experience — 69% of traffic was mobile but only 23% completed there. Most customers abandoned the flow and called customer service instead.
Process
- 47 moderated user testing sessions with Saudi residents
- Analytics analysis (69% mobile traffic, 23% mobile completion)
- Customer service call analysis to surface top frustration points
- Competitive analysis of 8 regional insurance platforms
- Built a design system covering travelers, dependents, coverage selection and summary
The solution
A 4-step mobile-first flow: 1) Personal details with Saudi ID/Iqama, 2) Policy coverage with travel plan, region and addons, 3) Summary with inline edit, 4) Payment with Credit/Debit, SADAD, Tamara, Apple Pay and stcPay — followed by a friendly thank-you page with policy download.
Outcome
- Reduced 18 steps to 4 — drastically lower abandonment
- Mobile completion lifted by reflowing dense forms for one-thumb use
- Local payment methods (SADAD, Tamara, stcPay) removed final-step drop-off
Heuristic evaluation
Applied Nielsen's 10 usability heuristics to identify friction and ship targeted fixes.
Finding · Form labels used insurance jargon unfamiliar to first-time buyers.
Fix · Plain Arabic/English labels, helper copy and locally-recognisable terms (Iqama, Saudi ID).
Finding · Users couldn't review or edit earlier steps without restarting.
Fix · Persistent left-rail stepper with completed states, plus inline 'Edit' on the Summary screen.
Finding · Coverage and pricing were buried until the very last step.
Fix · Sticky 'Summary 634 SAR' chip — running total and policy summary visible at every step.
Finding · International cards were the only payment option, blocking many local users.
Fix · Added SADAD, Tamara, Apple Pay and stcPay alongside cards, plus AlFursan miles redemption.
App screens
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