InsureTech Sales Portal
Redesign ● UI Design
overview
Techficient is an InsurTech startup revolutionizing how life insurance brokerage firms hit their sales goals and serve more clients.
Portal allows agents to monitor key accounts, gauge performance, and run quotes for their clients. The old Portal was clunky, difficult to navigate, and felt like a webpage more than a dashboard for conducting business. The power of this tool was evident in the backend, but the user interface needed a complete redesign.
my role
As principal designer, I was responsible for:
Sketches
Wireframes
Prototypes
Style guide
Brand illustrations + icons
challenges
This was the first full redesign of Techficient’s product offerings. A key aspect of my role involved ongoing problem solving throughout the design and development process.
As the project scope and requirements evolved and shifted, I built a strong model of engagement with decision makers to ensure direct feedback and efficient progress.
I worked closely with the development team to understand their process, constraints, and timelines. This partnership turned into a trusted dream team to get Portal shipped... with lots of learning, laughs, and movie quotes along the way.
MVP sequence in action
process
understanding the user
goals
user persona
mapping users
Click data of the existing Portal showed that Agents needed quick access to Cases, Commissions, and Contracting – these were placed front and center in the redesign. We then applied this hierarchy to the dashboard and interior pages.
design
PORTAL DASHBOARD
Portal is imperative to business
I introduced a dashboard interface to replace the webpage setup. This established higher trust with agents and organized their client’s information more efficiently. The dashboard design also allowed for an easier transition while working.
sketch
Experimented with different dashboard styles. Here I also developed the style of the full Techficient product offering.
wireframe
As the scope and business goals changed, the dashboard adopted ‘tile’ buttons for agents to quickly get into work.
metric cards
Powerful business data is constantly running behind the scenes. I wanted to display data cards of key indicators to give agents a glance at their productivity.
Various sizes of metric cards across Portal.
CASES
The foundation of business
As the most visited and most vital step in the insurance process, Cases needed to be revolutionized and modernized.
sketch
Agents needed a clearer display of the most important case data. I created that by focusing on spatial organization.
wireframe
I introduced improved hierarchy through contrast in typography, color, and whitespace.
case details page
When agents select a case to view details, they are presented with all the information about the case, client, and other notes.
detail pages
Cases established the layout and style of Portal. This was kept consistent across the remaining pages.
DYNAMIC QUOTING
Based on the powerful algorithm, the top five best options flow to the top.
Recommended, Lowest Price, and Fasted Placement are pointed out to help agents.
TOOLS
Access helpful integrations
Tools is the spot for agents to access their coverage calculators and other integrations their organization may use.
Portal comes loaded with three Techficient built calculator tools.
sketch
My original idea was to include a brand illustration in the corner to add personality to the product.
wireframe
Business wanted Tools to be clear and show the ability to add more integrations and tiles.
responsive
Agents are constantly on the move. They bounce around from client meeting to client meeting – they need to be able to access Portal from anywhere. It was imperative to be responsive.
menu icons
As a way to create space without sacrificing communication, I created menu icons. I focused on making accurate visual representations so that agents would naturally understand.
brand illustrations
Although life insurance is stuffy, agents are still people. People are visual and crave connection. I created branded illustrations for various parts of the Techficient product offerings.
launch
We launched a fully redesigned Portal. As agents are part of small firms, this powerful tool revolutionizes their ability to track and manage their business.
We received lots of positive user feedback from our initial release, with minimal user frustration. Agents were able to easily jump in and find key items.
takeaways
This project was a great introduction for me to understand the importance of working with a development team. I learned the importance of empathy for users and product infrastructure.
We had a few sprints, but these were difficult to stick to as the scope shifted and other goals were raised. I also would have loved to interview users and hear direct feedback about their pain points and goals.