- Client: Assurant
- Role: Lead UX Designer
- Tools Used: Sketch, Invision
A Whitelabeled Solution for Life Insurance Sales
The Global Sales Portal (GSP) was designed as a whitelabeled solution for Assurant partners to provide a seamless life insurance sales experience. With the flexibility to adapt to each partner’s brand, GSP allows agents to screen customers through a guided questionnaire for eligibility. As the lead designer, I developed efficient workflows and user flows tailored for agents, utilizing the Assurant Design System (AXD) for a consistent yet adaptable design.
Problem Statement
Selling life insurance requires precise customer assessment, typically through a series of health-related questions. Partners needed a whitelabeled portal that could offer a tailored, efficient screening experience aligned with their brand. GSP aimed to simplify the eligibility process for agents and support Assurant’s partners with a customizable, scalable solution.
Project Goals: Create a white-labeled sales portal that is efficient, user-friendly, and easily adaptable to different partner brands, enhancing both the agent and customer experience.
Process & Research
To create a versatile yet consistent experience, I focused on understanding agent needs and designing customizable workflows:
-
Persona Development:
CDefined customer and agent personas to capture unique needs and ensure a user-centered design. -
User Interviews:
Conducted interviews with agents to understand workflow requirements and branding preferences, helping to identify opportunities for customization. -
Workflow and User Flow Design:
Created flexible, role-based user flows that maintained consistency across brands while allowing customization options for partners.
Key Insight: Providing a whitelabeled portal that could flexibly adapt to partners’ brands was crucial for supporting diverse use cases.
Solution
The GSP portal enables a simplified, customizable sales process for life insurance:
-
Whitelabeled Branding Options:
Designed the portal to allow partner-specific branding elements, such as colors, logos, and typographic styles, while maintaining AXD’s core structure. -
Eligibility Questionnaire:
Developed a guided questionnaire for agents, ensuring a smooth flow for screening potential customers. -
Flexible Workflows:
Created adaptable user flows that accommodate diverse agent and customer needs, making the portal functional across various partner settings.
Design Iterations and Testing
1. Workflow Optimization and Testing
-
Iterative Workflow Refinement:
Tested workflows to ensure they supported partner branding options and usability. Adjustments based on feedback ensured a smooth experience for all agent types. -
Prototype Development with AXD:
Created high-fidelity prototypes using AXD, validating the design system’s adaptability for whitelabeling.
2. Customization Testing
-
Partner Branding Feedback:
Worked with partners to gather feedback on customization preferences, ensuring the portal supported a cohesive brand experience across partners.
Outcome & Impact
The GSP portal enabled Assurant’s partners to offer a customizable life insurance sales experience. The whitelabeled design ensured that agents had an efficient, user-centered tool that aligned with each partner’s brand, enhancing usability and streamlining eligibility assessment across diverse partner environments.
Reflection
This project emphasized the importance of flexibility in design, allowing partners to maintain their brand identity while benefiting from a unified user experience. Leading the development of GSP’s whitelabeled capabilities highlighted the balance between consistency and customization in a scalable design.
Next Steps: Future updates could introduce expanded whitelabeling options and predictive features based on agent usage data, enhancing the portal’s versatility.