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Transformation of a limited insurance worksite into a complete B2B2C marketplace

Context: Originally a worksite program offering personal insurance to employees and their families with exclusive benefits.

 

Challenge: Research revealed employees perceived the program as limited and uncompetitive, reducing engagement and conversion.

 

Solution: Redesigned the experience into an integrated insurance and services marketplace, with new UX flow, design system, and streamlined quotation process.
We also implemented API connections with the internal CRM and partner insurers, enabling faster quoting and real-time policy management.

 

Result: Since its 2021 relaunch, the program has achieved 30% annual growth in sales.

 

My Role: Competitor research, UX strategy, user journey mapping, prototyping in Figma, design system creation, API integration planning, and usability testing.

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