Elevating Travel App

App redesign

Company

Post Office Ltd

Team

Collaborated with UX, research, and development teams.

Timeline

2021 – 2022

Check the app

Check the app

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My Role

As Senior Visual UI Designer I shaped the UI design for Travel Insurance and Travel Money Card journeys within the Post Office Travel App. Delivered high-fidelity funnel and interaction designs, accessibility audit improvements, QA and dev-ready documentation, overall improving the usability of the app

Key outcomes

  • Increased Travel Insurance revenue by £770K (+20%) by redesigning the quote and confirmation flow to improve user trust, clarify policy details, and reduce drop-off before purchase

  • Improved click-through rates by 14% through mobile usability and accessibility updates, including clearer visual hierarchies and simplified screen flows to encourage card orders, top-up’s and insurance quotes

  • Improved Travel Money engagement with 1.7M top-ups (+11%) YoY since launch

  • Increased app revisits with +7% average daily users

❓ The Problem


The Post Office Travel App was previously underperforming in two of its main revenue areas - Travel Money Card (TMC) and Travel Insurance (TI). Users were dropping off the app before completing critical tasks like getting quotes or topping up their travel money, which disrupted confidence and reduced conversion. The goal was to redesign the app to make these journeys native and as clear as possible for users on the go.


Key Challenges


  • User data shows that drop-off rates increase both at the very start of registration and card ordering funnel showing lack of trust, specifically when completing a transaction to top-up their travel money cards

  • TMC and TI users had very different behaviours: repeat top-uppers vs. cautious quote shoppers - these require separate but equally important revenue and data generating funnels, however majority of users preferred returning to the app for access to travel money card tasks

  • Visual inconsistencies and legacy patterns led to QA issues and update delays, highlighting a need to refine the UI handover documentation through stakeholder interviews and walkthrough sessions

  • Full artwork redesign to update the app’s visuals, bringing them in-line with the updated Post Office branding and visual communication style


⚙️ The Process

Refining the app experience across two distinct flows

I joined the project as the UI screens were being finalised for handover, working alongside a third-party design and dev team and acting as a UX proxy for Post Office. My role focused on translating wireframes into clean, confident interfaces that better support conversions. As a lead stakeholder I was able to catch issues early and ensure smoother dev handoff.


  • Travel Insurance: Redesigned quote and confirmation flows with stronger layout hierarchy, policy detail visibility, and interaction feedback to reduce cognitive load

  • Travel Money Card: Designed clearer card ordering, top-up and swap journeys, improving consistency across task flows and reducing redundant steps that complicate navigation

User Testing


Alongside our internal Senior Researcher, 12 moderated sessions were conducted using UserTesting.com covering:

  • Topping up a Travel Money Card

  • Applying for and reviewing an insurance quote

  • Registering an account

  • Reaching the end of card order funnels


Insights


  • Insurance users needed more clarity upfront - showing quote breakdowns in-app (e.g., excess fees, cancellation cover) improved user engagement and motivated funnel completion

  • Summary visibility before confirmation helped users orient themselves - users weren’t always sure what step they were on, especially on longer quote flows highlighting a need for clearer pagination

  • Button placement, consistent visual hierarchy, and confirmation messaging all contributed to higher trust and fewer mis-clicks - critical for transactional journeys on card top-ups

  • Accessibility updates, like better heading structure and more readable UI components, helped users scan content faster in registration and increased click-through rates across key screens like card orders, this was mostly evident when going through dense input field funnels

  • Travel Money users preferred fewer steps and minimal cognitive load - simplifying the top-up journey into clear input, confirm and complete stages



🧱 Design System Contribution

Built and documented app-specific components to support new flows


  • Quote summary cards – for clearer comparison between insurance tiers

  • Updated app UI – consistent component design with accessibility specs

  • Order summer screens – reusable summary components used across TMC and TI funnels, with responsive logic for scalable use and third-party module integration such as payment iframes

  • Custom content design – from UI element icons to larger conceptual illustrations, I created sets of artwork that could be reused throughout the app for various use-cases, following Post Office brand guidelines


Delivered dev-ready specs in Figma, supported QA through to launch, and documented interaction behaviour and future improvement designs for upcoming user testing and design sprints.

✅ The Solution


A mobile-first redesign of two key journeys in the Post Office Travel App—Travel Money Card and Travel Insurance—streamlined transactional flows and improved user trust. My contributions focused on clarity, accessibility, and structural logic to drive both conversion and repeat use.


  • Introduced a step-based quote flow with improved policy breakdowns and visible confirmation details, reducing drop-off before purchase

  • Streamlined card top-up and swap flows by removing unnecessary steps and reinforcing call to actions

  • Designed and documented multiple components used across both journeys: quote summary cards, top-up steps, confirmation and dashboard screens

  • Rolled out brand-aligned illustration and iconography sets for onboarding, confirmation screens, and informational elements

  • Worked directly with third-party and internal devs to test, QA, and release app updates ahead of summer travel demand

📊 Impact & Learnings

Business Metrics


  • £770K (+20%) TI Revenue Uplift
    Redesigned quote and confirmation flows improved user trust and reduced drop-off before purchase

  • +14% Click-Through Rates
    Usability and accessibility audit updates reduced friction and made flows easier for users to complete

  • 1.7M TMC Top-Ups (+11%) YoY
    Improved top-up flow performance and reduced reliance on the desktop-based web platform

  • +7% Average Daily Users
    Increased app revisits post-launch across both Android and iOS



🔑 Key Learnings


Structure builds trust
Users moved with more confidence once summaries and confirmation steps were clearly outlined. Quote summaries and step-based screens supported better decision-making across insurance flows.


Fewer steps = more conversions
Top-up journeys became clearer once redundant screens were removed and feedback was added at the right moments. Fewer taps meant users spent less time figuring out what to do next.


Accessibility is a business advantage
Updating contrast, hierarchy, and field groupings based on audit results not only made the app more usable, it directly improved task success and click-through on dense screens like registration and card order forms.


Component clarity speeds up production
By documenting responsive behaviour and usage patterns directly in Figma, I reduced QA back-and-forth and helped developers scale updates faster across the app