Skip to main content

Improving the Online Private Health Insurance Sales Journey on Vhi.ie

August 11, 2025
|In Case Studies - MP, Rebecca
|By Valentina

This case study was written by Savena Crossan [mentored by Rebecca Lewis] as a part of our UX Tree Mentorship Program

Project Overview

This case study explores the redesign of the VHI private health insurance sales journey which allows users to create and compare plans. We wanted to uncover why drop-off rates were so high at the compare plans stage. To do so, I conducted primary and secondary research—including two rounds of usability testing—to understand user pain points, developed personas, and created iterative design solutions to improve clarity and engagement.

Role:

UX Designer

Timeline:

February 2025 – May 2025

Tools used:

  • Figma
  • Canva
  • Google Slides
  • Microsoft Stream
  • Tableau

Metrics for success:

A minimum 10% reduction in the current drop-off rate at the plan comparison stage.

Introduction

Despite being a key revenue driver, a sharp user drop-off was observed at the ‘compare plans’ stage of the sales journey.

Through initial user research, three pain points had been identified:

  • Confusing insurance jargon
  • Static pricing that didn’t reflect user selections
  • Inconsistent value formats on plans (e.g. monetary vs. percentage) that made comparison difficult.

 

📖 Read the entire “Improving the Online Private Health Insurance Sales Journey on Vhi.ie” case study 

🎧 Listen to Savena’s case study on Spotify 

Valentina

Valentina is the founder of UX Tree and a Design Manager at Vhi, bringing over a decade of hands-on UX experience. She holds a master’s degree in User Experience from IADT and is passionate about mentoring emerging designers, with a strong focus on strategic thinking and crafting intuitive user interfaces.

All author posts