Admiral Pet Quote Journey
Overview
Admiral’s pet insurance quote journey was outdated, confusing and supplied as a white-labelled product by an external provider. The cover tiers were difficult to compare, the experience worked poorly on mobile and customers could reach dead ends partway through a quote.
The project also exposed a wider design problem. Websites were still being produced using Illustrator and Dreamweaver, with no shared source for components or brand assets. Seven product landing pages used different button and text sizes, while more than 800 icon variants had accumulated across web, email and quote journeys.
As Senior Designer, I was responsible for the wireframes and final interface designs, and helped build a centralised Figma design system for the wider team.
Categories
UX/UI Design
Design Systems
Client
Admiral
Date
2021
Redesigned desktop flow
Examples of the mobile view
Showing wireframe to final execution
Process
We started by rebuilding the question set and order, removing routes that could leave customers at a dead end. The journey was designed mobile first, with shorter groups of questions, clearer explanations and a colour palette designed to meet WCAG AAA where possible.
I created the initial wireframes and final interface designs. Working with the Creative Director and another senior designer, I also rewrote parts of the journey to make the language warmer and easier to understand.
Alongside designers from other product teams, we built a shared Figma design system covering colour, type, icons, modules and more complex components. It gave teams one place to create and maintain web pages, emails and app concepts, replacing the fragmented Illustrator and Dreamweaver workflow.
Takeaways
This was Admiral’s first substantial test-and-learn project, giving the team space to test the journey before launch rather than relying on the usual ship-and-iterate approach.
I don’t have reliable conversion figures from the project, so I wouldn’t claim a commercial uplift I can’t prove. The clearest evidence of its value is its longevity: the journey was still in use four years later. The design system also gave teams a shared foundation for later web, email and app work.
Admiral Pet Quote Journey
Overview
Admiral’s pet insurance quote journey was outdated, confusing and supplied as a white-labelled product by an external provider. The cover tiers were difficult to compare, the experience worked poorly on mobile and customers could reach dead ends partway through a quote.
The project also exposed a wider design problem. Websites were still being produced using Illustrator and Dreamweaver, with no shared source for components or brand assets. Seven product landing pages used different button and text sizes, while more than 800 icon variants had accumulated across web, email and quote journeys.
As Senior Designer, I was responsible for the wireframes and final interface designs, and helped build a centralised Figma design system for the wider team.
Categories
UX/UI Design
Design Systems
Client
Admiral
Date
2021
Redesigned desktop flow
Examples of the mobile view
Showing wireframe to final execution
Process
We started by rebuilding the question set and order, removing routes that could leave customers at a dead end. The journey was designed mobile first, with shorter groups of questions, clearer explanations and a colour palette designed to meet WCAG AAA where possible.
I created the initial wireframes and final interface designs. Working with the Creative Director and another senior designer, I also rewrote parts of the journey to make the language warmer and easier to understand.
Alongside designers from other product teams, we built a shared Figma design system covering colour, type, icons, modules and more complex components. It gave teams one place to create and maintain web pages, emails and app concepts, replacing the fragmented Illustrator and Dreamweaver workflow.
Takeaways
This was Admiral’s first substantial test-and-learn project, giving the team space to test the journey before launch rather than relying on the usual ship-and-iterate approach.
I don’t have reliable conversion figures from the project, so I wouldn’t claim a commercial uplift I can’t prove. The clearest evidence of its value is its longevity: the journey was still in use four years later. The design system also gave teams a shared foundation for later web, email and app work.
© 2026 All rights reserved
© 2026 All rights reserved
© 2026 All rights reserved