Role: UX/UI designer

Date: 2019-2020

Type: web


Starting point:

I was brought onto the life product to improve the design and help to usher in additional life insurance offerings.

The original design


  • simplify application length and time to complete
  • reduce confusion for the customer
  • mobile first approach



The first step was to assess the application as it existed at the time and identify the areas that required improvement and redesign. First and foremost was creating a more user friendly application.

Research revealed the majority of customers were interacting with the application on mobile devices and the existing application did not have a mobile friendly experience. Analysis of data indicated that most users quit the application after indicative quote page. Additional user testing also helped to determine the types of affordances that they preferred over simply picking interactive elements at random.

My intent was to redesign the application from the ground up but one of the challenges of tackling an application of this size and complexity were the limited resources and time available to implement updates. Taking down the entire application to develop a new version was not a possibility so a different approach was required. These were the aspects that I focused on:


Mobile First – Starting from a mobile layout first allowed us to take a progressive advancement approach. This addressed the act that the majority of our users were on mobile devices  and was more accommodating toward our development style.

Mobile layouts


Form Chunking – Applying for life insurance requires answering a large number of questions. Research has shown that long and complex forms can create excessive cognitive load on a user. Thus, breaking up long sets of questions into more ‘digestible’ pieces can ease that load, reduce time to complete, and enhance comprehension and retention of data.


Partner Branding – The majority of Homesite and Amfam business is centered around the B2B model. It was important to ensure the application was flexible enough to retain existing partner capabilities and, furthermore, enhance the level of customization beyond what we were already capable of.

Example partner customization

Design Iterations:

Multi-Stage Rollout – The final piece in the design process was to develop a method to implement all the aforementioned aspects of the new application. As stated previously, redesigning the entire application all at once was cost and resource prohibitive. To address this issue I broke up the design elements into small ‘bite-sized’ pieces. Each sized to be implemented in a single agile sprint. This was much more appealing to stakeholders as it allowed the application to stay online throughout the process and created a roadmap which led to the eventual final ideal state.

Elements from the final design were broken up with the intent to implement them one at a time.