A quote flow
that actually
converts.

The quote and join flow is the conversion funnel of a private health insurer — but it was leaking.

Prospective members had to get a quote, choose a hospital product, add extras, enter personal and dependant details, answer regulated health & Medicare questions, and pay — a long, compliance-heavy journey with high drop-off at every step.

The existing flow buried pricing, surfaced cover decisions too early, and asked for information users weren't ready to give. Teachers Health needed a measurable lift in completed joins without cutting regulated content.

Rebuild the flow around the decisions users are actually making, in the order they're ready to make them.

I worked embedded with Teachers Health's product, engineering, compliance, and content teams as the sole designer across the full flow — quote, cover selection, extras, personal & dependant details, health statement, payment, confirmation.

Flow mapping. Mapped the entire existing journey against analytics drop-off data to locate the highest-leverage moments. Three stood out: the quote step (too much committed up front), the plan comparison (pricing logic was opaque), and the health statement (long, intimidating, regulatory).

Progressive disclosure. Restructured the quote entry so the lightest, highest-intent questions lead — age, cover-for, state — and deferred dependants, Medicare levy inputs, and rebate tier until they unlock a better price. Users see movement on the price as they answer, not a wall of fields before any feedback.

Plan comparison. Redesigned the hospital + extras selector as a side-by-side comparison with clear what's-included rows, a sticky summary of running price, and a single obvious primary action per card. Extras became add-on toggles, not a second flow.

Forms & validation. Standardised input patterns across every step — inline validation, plain-language errors, and help text that explains why a field is needed (Medicare number, health history) rather than treating it as boilerplate. Wrote copy for every error, hint, and tooltip.

Mobile. Redesigned every step mobile-first. Long forms broke into short sections with a persistent progress indicator and a sticky price summary that doesn't obscure inputs.

Design system. Extended the Teachers Health component library — form fields, radio cards, comparison tables, progress headers, and summary panels — so the flow used the same vocabulary as the rest of the site.

+20% lift in completed joins vs. the prior flow, with the biggest gains at the plan-comparison and health-statement steps.

The redesigned flow shipped to production and became the baseline for subsequent optimisation work. Teachers Health retained the component patterns for their member portal and other acquisition touchpoints.

In regulated flows, the design problem is usually ordering and framing — not cutting content.

We couldn't remove the health statement or the Medicare questions; they're statutory. What we could do was move them to the point in the journey where the user had enough context to answer confidently, and write copy that explained the purpose of each question. Users don't drop off because they're asked too much — they drop off when they're asked too much too early, or without being told why.

The other lesson was the value of the sticky price summary. Giving users a live read-out of what they're building kept the flow feeling like progress rather than a form to suffer through.