Here is the Prototype Link to the Figma file.
Role
Product Designer
Responsible for driving UX Strategy that aligns with user needs and business goals, deliver GDS compliant Interaction design.
Collaboration
Agile squads
Stakeholders , Product Manager, Product Owner's, Business Analyst's, Developers, QA's.
Tools Used
Figma, Adobe XD, Miro, Usability Hub, Azure Devops, Agile Workflow, Affinity CRM, AITP, Adobe CC
Industry
B2B & B2C InsurTech
OVERVIEW
Managing people, risk and capital to propel the world’s leading businesses forward.
Affinity Insurance Technology Platform enables non-insurance businesses to offer insurance directly within their user journeys.
These programs are typically embedded at the time of purchasing a consumer product or for a specific occasion.These programs offer key benefits such as premium coverage, improved service quality, better risk control, cost efficiency, and enhanced customer safety.
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Risk
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Capital
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By Industries
Target Industries
The Affinity Insurance Technology Platform (AITP) offers tailored programs that align with industry needs and customer expectations.
Travel & Hospitality
Financial Services
Utilities
Retail
Mobile Network Operators
Automotive
PROBLEM / CHALLENGES
The legacy Affinity Insurance platform suffered from an outdated, non-responsive design and complex user flows, resulting in:
Quote Drop-Offs
40% drop-off during the quoting process - only 60% of initiated quotes reached a valid premium.
Claims Abandonment
35% abandonment at the first claims-filing step, forcing users to rely on call support
Longer Task Completion Time
Average task completion time of 8 minutes for quote-to-bind, compared to the 5-minute industry benchmark.
High Support Tickets
25% increase in support tickets due to missing self-service features such as one-click policy renewals and retrieving saved quotes.
User Profile Gaps
Poor profile management, limiting user's ability to update or control their personal information.
No Self-Serve Document Access
Inability for users to access policy and claims documents independently.
Low CSAT
Resulted in lower customer satisfaction (CSAT 3.6/5) and increased operational costs.
Mapping User Needs & Business Goals
User Needs
Intuitive, accessible interface for managing policies & claims
Clear, flexible quoting and policy-customization flows
Self service flexibility
Simplified Onboarding flow and profile management
Transparent, personalized interactions to build trust
Personalized Guidance
Proactive renewal alerts
Multi-User & role management
Clear next-steps & progress tracking
Secure document management
Business Goals
Boost customer loyalty
Generate new revenue streams
Strengthen risk management
Seamlessly integrate insurance into partner platforms
Strengthen brand reputation with a modern, trustworthy experience
Improve customer lifetime value with renewals and multi-year policies
Reduce friction in onboarding flows
Strengthen Regulatory & Compliance posture
DISCOVERY PHASE
The Discovery Phase for AITP focused on uncovering deep-rooted pain points and opportunities across the quoting, claims, and policy management journey. Using the Double Diamond framework, we explored a wide range of user and business challenges before narrowing down to define the core problems.
I started by aligning with stakeholders on business objectives and user pain points. I logged in to the legacy site to experience the journey first hand and noticed few potential edge cases.
UX Strategy
1. Stakeholder Interviews
I began by conducting interviews with internal stakeholders across product, marketing, and partner relations to understand business goals and technical limitations. This helped frame early hypotheses around why users were dropping off and where friction existed in the partner-integrated insurance experience.
2. User Research
To validate and deepen our understanding, I engaged with 20 users (both B2B and B2C) through interviews and surveys. This revealed major frustrations with complex quote journeys, lack of transparency in claim status, and over-dependence on support teams for basic tasks like policy document access.
3. Usability Testing
Ran task-based usability tests on the legacy system to observe real behavior. The insights showed users struggling with navigation, inconsistent language, and multi-step onboarding that lacked progress indicators, leading to confusion and abandonment mid-process.
4. Competitive Analysis
Benchmarking against top insurtech and aggregator platforms helped us identify gaps such as the absence of saved quotes, mobile optimization, and limited self-service functionality. These gaps shaped our list of must-have features for modern users.
5. Alignment Workshops
I facilitated workshops with business and technical teams to synthesize findings into "Jobs-To-Be-Done" (JTBD) and “How Might We” (HMW) statements. This helped us align around clear problem statements and set the stage for defining the right solution space in the next phase.
Jobs To Be Done (JTBD)
"How Might We" Statements (HMW)
MVP Scope
Information Architecture
Mapped all touchpoints: onboarding → quote questionnaire → policy Q&A → payment → profile management → claims.
Brainstorm / Sketching
I then began various sketching activities to translate user requirement into flows, helping me materialize our ideas and solutions.
Testing Storyboards
We organized the user testing sessions, as well as the main screens we needed to develop for those testing days. I design the initial mockups and organized the user testing sessions to gather initial feedback before starting the actual design. Once we wrap up the detailed flow and information architecture, we dive into individual flows, progressing from Low-Fidelity iterated into high-fidelity interactive prototypes.
Prototyping
After translating sketches into functional solutions / clickable prototypes, I organized a meeting with the Project Manager and other stakeholders to gather feedback and address any changes or new requirements that arose.
Hi-Fidelity UI screens
We organized the user testing sessions, as well as the main screens we needed to develop for those testing days.
Usability Testing & A/B Testing
During the testing phase, conducted multiple iterative rounds of validation with both clients and end users. Our focus was on improving usability, reducing friction, and validating the new navigation model across key flows like quoting, policy management, and claims.
User Testing Sessions
Conducted multiple usability rounds to observe how target users interacted with the platform, identifying common pain points in onboarding, quote editing, and claims flows.
Feedback Integration:
Incorporated both qualitative and quantitative feedback to drive design refinements, especially around accessibility and policy navigation.
Prototype Iteration:
Refined Figma prototypes based on test results, focusing on simplifying journeys like quote editing and policy management.
Stakeholder Collaboration:
Engaged internal and partner stakeholders throughout to ensure alignment with both business goals and user needs.
Pilot Testing & User Support:
Rolled out a test version to select users, gathering real-world feedback. Also provided training and support to help users adopt the new system effectively.
Ongoing Monitoring:
Post-launch, set up engagement and satisfaction metrics to guide future iterations based on continued user behavior.
Final UI Screens
The Generic Model for B2B and B2C application featuring the User Profile , New Quote generation flow , Policies Management , Renewals , Saved Quotes , Payments integration and Email communications are enabled successfully, yielding significant improvements.
Impact
We successfully addressed all the initial challenges, achieving a 95% success rate in client engagement:
Drop-Off Reduction:
Quoting abandonment fell from 40% to 20%; claims abandonment dropped from 35% to 22%.
Faster Conversions:
Average quote-to-bind time shrank from 8 minutes to 6.2 minutes (↓23%).
Higher Retention:
Policy renewals rose by 15%, boosting partner revenue by 50% year-over-year.
Support Deflection:
Self-service features cut support tickets for renewals and saved quotes by 25%.
Significant Milestone:
The project marked an important step in enhancing the customer journey within the insurance industry.
User Satisfaction:
CSAT climbed from 3.6/5 to 4.4/5, and active sessions per user grew by 25%.
Learnings & Takeaways
This project reinforced the importance of how data-driven research, iterative testing, and cross-functional collaboration can transform a clunky, legacy platform into a scalable, partner-friendly solution, delivering measurable gains for both the business and its users.
Here are the key learnings and takeaways from the application results:
User-Centric Design is Essential
Prioritizing user needs in the design process leads to greater engagement and satisfaction.
Flexibility is Key
Allowing for customization and flexibility in insurance solutions can significantly enhance the user experience.
Streamlined Access Matters
Simplifying access to multiple policies can reduce confusion and improve overall usability.
Iterative Development is Valuable
Continuous testing and iteration help address technical challenges effectively, especially in complex systems
Clear Communication is Crucial
Ensuring that users can easily edit and understand their quotes fosters trust and encourages ongoing interaction.
Collaboration Drives Success
Working closely with stakeholders throughout the project ensures that diverse business standards and goals are met.
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