A small business insurance startup backed by a multinational conglomerate holding company
Marketing & Education Website
Role
Lead Experience Designer
The Team
Experience Strategist
Design Support
Content Strategist
Front-end Development
Branding Strategy
A new kind of small business insurance. It’s not another insurance company, it’s a brand new category.
Our main persona is a busy, successful, and driven small business owner. They’re an ambitious achiever who is looking for the right coverage to help navigate growth. Their goals are to protect their growing business, understand new risks and liabilities, and reassess coverage to maintain protection while managing costs. They’re looking for their insurance company to be just as high-touch and highly responsive as any of their other personalized services.
To be successful, we believe the approach needs to be personalized and delivered in a conversational tone. Our goal was to provide wisdom in every moment through efficient information architecture that informs the user and draws them into the quote flow through a fully responsive website experience.
Involvement
As the lead experience designer I worked closely with stakeholders and insurance subject matter experts to developed the information architecture of the marketing and educational pages. Working closely with a talented group of multidisciplinary designers I oversaw the visual and experience design from concept through to production and launch.
Workflows + product mapping
Wireframes
Atomic design system
Responsive web design