A quote flow
that actually
converts.

For a fund, quote-to-join basically is sales — and we were bleeding exits.

Quote, hospital tier, extras, you + dependants, Medicare and health history, then pay. Long, all mandatory, super easy to nope out.

The old path hid price, front-loaded heavy decisions, and asked for personal stuff before people felt bought in. Brief was a real jump in completed joins without cutting anything compliance actually requires.

• People dropped off when they couldn’t see how price was building.
• Plan compare felt opaque, so confidence tanked before checkout.
• The health statement step felt scary, not “almost there.”

We reordered the flow around what people are actually deciding, and when they’re mentally ready for each bit — not the order the legacy form happened to use.

I was in the room with product, eng, compliance, and content end to end: quote, cover, extras, personal/dependants, health statement, pay, confirmation.

Flow mapping. Old journey vs analytics — three cliffs: quote (too much asked too early), compare (price math felt sketchy), health statement (long, scary, can’t skip).

• We spent design time where exits were real, not where the deck looked cool.

Progressive disclosure. Quote starts light: age, who’s covered, state. Dependants, levy, rebate tier show up when they actually change the number. Price ticks as you go — not twenty fields before you see a dollar figure.

• Feels like assembling a quote, not guessing a tax return.

Plan comparison. Hospital + extras side by side, plain “included” rows, sticky total, one clear CTA per card. Extras = toggles, not a second mini-wizard.

• Actually usable one-handed on a phone.

Forms and validation. Same field patterns everywhere; inline validation; errors that sound human; helper text that says why we need Medicare or health history, not generic legalese. Hints/tooltips so you’re not staring at a brick wall.

• Fix-forward errors, not a single red “something went wrong.”

Mobile. Short chunks, visible progress, sticky price that doesn’t cover the inputs you’re trying to hit.

• Couch or commute — finish without pinch-zoom Olympics.

Design system. Extended the TH kit — fields, radio cards, compare tables, progress chrome, summaries — so this flow doesn’t look like a different brand.

Completed joins landed around +20% vs the old flow; the biggest sigh of relief was compare and the health statement.

It’s live as the baseline for later tweaks. Same components rolled into member portal and other acquisition stuff — one visual language instead of three different “quote” experiences.

• More finishes without pretending compliance doesn’t exist.
• Product could iterate on mobile-first patterns that already worked.