Case Study

Ok To Travel

A rebuilt specialist travel insurance website designed to improve usability, credibility, online visibility, mobile experience and site speed.

Project overview

A focused rebuild shaped around real buyer decisions.

OK To Travel needed a fresh website design and build that could better serve customers researching specialist medical travel insurance and improve the brand's online image.

We rebuilt the website around clearer navigation, improved functionality and a smoother customer journey that reflected OK To Travel's expert status in specialist cover.

Interface moments

The details that make the experience feel useful.

Ok To Travel project detail screen from the case study — Ok To Travel main customer journey

Ok To Travel supporting interface screen from the case study — Ok To Travel responsive or supporting journey

Brand system

A clearer insurance journey with more visible reassurance.

Blue travel imagery, strong quote prompts and review-led trust signals help customers understand specialist cover while SEO, mobile and speed improvements support the path to quote.

Travel blue

#1599d3

RGB: rgb(21, 153, 211)
HSL: hsl(198, 82%, 45%)
CMYK: cmyk(90%, 27%, 0%, 17%)

Deep sea

#0065a8

RGB: rgb(0, 101, 168)
HSL: hsl(204, 100%, 33%)
CMYK: cmyk(100%, 40%, 0%, 34%)

Action yellow

#efff21

RGB: rgb(239, 255, 33)
HSL: hsl(64, 100%, 56%)
CMYK: cmyk(6%, 0%, 87%, 0%)

Results

What the work changed

Improved user experience

Increased credibility

Enhanced online visibility

Seamless mobile experience

The story

From friction to a clearer customer journey

Ok To Travel needed a site that did more than look refreshed. It needed to help real visitors understand the offer, make decisions, and take the next useful step.

What needed to change

OK To Travel needed a fresh website design and build that could better serve customers researching specialist medical travel insurance and improve the brand's online image.

How we shaped the solution

We rebuilt the website around clearer navigation, improved functionality and a smoother customer journey that reflected OK To Travel's expert status in specialist cover.

What changed afterwards

The finished site improved the customer experience, added visible credibility through independent reviews and made the insurance journey feel more trustworthy across devices.

Design decisions

Built around the moments prospects actually care about

The project also needed to improve search visibility, mobile usability and loading speed so customers could move through the insurance journey with less friction.

Feefo reviews were integrated for reassurance, while SEO, mobile optimisation and speed improvements strengthened discoverability and the browsing experience.

Delivery

The parts that made it work

Website rebuild

A clearer insurance journey helped customers move from policy research into quote action.

Feefo integration

Independent customer reviews added reassurance and visible trust signals for potential policyholders.

SEO, mobile and speed work

Search, responsive design and loading improvements supported a more reliable customer experience.

Proof points

Built around the moments that matter.

The finished site improved the customer experience, added visible credibility through independent reviews and made the insurance journey feel more trustworthy across devices.

The live case study highlights improved user experience, increased credibility, enhanced online visibility and a seamless mobile experience.

Improved user experience
Increased credibility
Enhanced online visibility
Seamless mobile experience