Love independent travel, use comparison sites for deals, check social media for insurance, prefer fast and simple purchase process.

# Complete purchase within 3 minutes

# Find cheapest plan with basic coverage

# Clear pricing and simple comparisons

# Easy mobile use and payment

# Don’t understand policy terms or jargon

# Overwhelmed by too many form fields

# Hesitate without discounts or preset options

# Frustrated by redoing after errors

Frequently travels for work and extreme sports. Experienced delays and claims, understands coverage well. Prefers to compare and assess risks despite limited time.

# Coverage matches actual travel risks (e.g., driving, extreme sports)

# Clear plan comparisons and policy summaries

# Customizable add-on modules

# Set alerts for key fluctuations and deadlines

# Real-time cost and coverage updates during process

＃ Policy details are too complex and hard to compare

＃ Add-on options lack flexibility or clear explanation

＃ UI makes comparing plans inconvenient

＃ No clear overview after customizing coverage

E-commerce owner and mother of two, managing family travel plans. Insuring multiple members at once saves time and reduces errors.

# Complete all family members’ info in one go

# Save frequent member details (e.g., spouse, children)

# Show family discounts or group plans

# Clear progress bar and summary for multiple applicants

＃ Repetitive fields for each person cause confusion

＃ Cannot save member info, must re-enter every time

＃ No multi-person friendly form flow