A project focused on helping travelers booking train tickets on Omio understand their protection options and confidently choose the insurance plan that fits their trip.

Project Overview

When the project began, many travelers booking train tickets on Omio were unsure about the value of adding insurance. This lack of clarity led to low adoption, with an attach rate of only 3.8% and a take rate of 0.12% . At the time, insurance coverage was also limited to just three countries.

Our goal was ambitious:
make insurance easy to understand, easy to choose, and easy to trust.

As a cross-functional team of three, we expanded coverage from 3 to 23 countries while redesigning the entire insurance selection flow. We wanted to ensure that users across different markets could easily understand their options and confidently select the protection that matched their trip.

How might we streamline the insurance selection so users can quickly discover and choose the protection that truly fits their needs?

Enhancing User Perception

User testing and quantitative data revealed a key problem:
Users were not clearly understanding the benefits. This made it difficult for them to feel confident choosing a plan.

Insight

Nudge

Subtle hints can influence decisions

Visual cues can guide decisions without pressure. Small reinforcements help users process information faster and reduce uncertainty.

To address this, I simplified the layout, reduced cognitive load and introduced behavioral nudges. The list-view format improved readability, and positive checkmarks highlighted the most important benefits.

Impact: Attach rate increased to 4%, and the take rate increased to 0.16%.

Encouraging Mindful Choices

Early A/B tests showed that many travelers moved through the booking flow without realizing they had skipped the insurance section. They were not rejecting the product, they simply weren’t aware of the decision.

To bring intention to the process, I introduced a clear option:
“I want to travel without protection.”

Insight

Decoy Effect

A well-structured option can bring clarity without pressure.

When users are choosing between alternatives, the addition of a less attractive option (the decoy) can influence their perception of the choices.

Although the Decoy Effect is often linked to persuasion, here it was used transparently to support informed decisions. Presenting “travel without protection” as a valid option kept the experience honest, user-first and free from hidden influence.

Impact: This simple change increased attach rate by 2.5% while keeping conversion stable.

Balancing Flexibility with Clarity

When more protection options were introduced, the intention was to offer greater flexibility. However, testing revealed an unexpected pattern: instead of feeling supported, users felt overwhelmed. With too many plans on the screen, comparisons became harder and hesitation increased.

Insight

Framing effect

The way information is presented affects how users make decisions

It happens when your decision is influenced more by how the information is presented (or worded) than by the information itself. It's partly due to the fact that people evaluate their losses and acquires in a asymmetric fashion.

Although this iteration decreased attach rate by 15%, it became an important learning moment. It showed that presenting more options only works when the format is simple and digestible.

Clarity, not quantity, is what helps users feel confident.

Final Solution

Based on the insights gathered, I redesigned the insurance component to:

• Strengthen the visual hierarchy
• Simplify content blocks
• Highlight the benefits users care about most
• Reduce cognitive load
• Improve comparison between plans

The final experience allowed travelers to understand differences at a glance, making the decision-making process smoother and more intuitive.

Results

A 40% uplift in both attach and take rate, directly contributing to higher revenue and a more confident user experience.