INDUSTRY
PRODUCT
Enterprise SaaS · Internal Platform · Desktop
InsurTech
PROJECT BRIEF
GOAL
Redesigned a 20+ year-old enterprise insurance platform into a unified, role-based system for customer service representatives, underwriters, and billing teams—simplified fragmented workflows across policy management, claims, and billing into a single, scalable experience.
Design a unified platform for Enterprise Insurance Operations. Reimagine how customer service representatives managed policies, claims and billing internally.
OneShield
Business solutions for P&C insurers and MGAs of all sizes.
Enterprise SaaS · UX Research · Product Design · Design Systems · Insurance Tech · USA
Note: Specific platform details, client data, and proprietary flows are protected under NDA.
QUICK STATS
05
years
Engagement length
03
user roles
CSR, Underwriter, Billing
30+
flows
Mapped end to end
01 cohesive
design system
Built for brand scalability
The brief
The existing platform was fragmented. Outdated user interfaces and broken flows created daily friction for every internal user. From CSRs processing customer queries to underwriters flagging policies. Multiple disconnected tools meant users were constantly context-switching, with no unified view of a customer, their policies, claims, or billing status.
The goal was to consolidate everything into one intelligent, role-based platform where each user, a CSR, an underwriter, a billing manager, logged into a system shaped precisely to their needs.
My role
Product Design Lead
Embedded directly with the CTO, project manager, and department heads across claims, policy, billing and underwriting. I, along with my colleague Subahlakshmi, owned the full design process: research, flows, wireframes, visual design and design system. Beyond design, I was involved in annual UX planning with leadership, weekly CTO reviews, and presenting the platform to the US sales team.
PHASE 1
Domain Immersion
Insurance is logic-heavy. Every design decision (how a form is structured, what gets flagged, what a CSR sees first) is downstream of how insurance actually works.
Before opening a design tool, I spent approximately two weeks in structured training sessions with department experts across policy management, claims, payments and billing. This built the foundation on which every subsequent design decision here on.
UX Tools
01
Stakeholder interviews with the CTO, department heads and insurance domain experts
03
Full audit of the existing platform, cataloguing UX failures, broken flows, and gaps against current industry benchmarks
Stakeholder interviews
UX/UI Audit
02
Competitive benchmarking across existing insurance SaaS products — focused on form design, search patterns, and role-based dashboards
Competitive Benchmarking
PHASE 2
Research and
Definition
04
Developed both actual personas based on current users and theoretical personas representing the new target users, the transformed platform was being designed for.
06
Mapping the quote creation flow alone took two months of continuous iteration. Every meeting with the CTO and project manager surfaced new use cases, new integration requirements, and new rejection criteria.
The user flow had to account for -
-
Database connections and external validation triggers
-
Automation points across quote creation and completion
-
Underwriter intervention — when a flag is raised, who sees it, when, and what happens next
-
Multiple acceptance and rejection criteria across every stage
This was not a linear flow. It was an interconnected system — and getting it right on paper before designing screens saved enormous rework time with development.
User Personas
User Flows
05
Built a full sitemap to map the most critical features, their hierarchy, and how they connected across claims, policy, incidents, payments, billing and task management (the five core verticals a CSR operates across daily).
Information Architecture
Not every problem needed reinvention; these three use cases stood out as practical, high-impact solutions within real constraints.
01
Use Case: The Underwriter Ecosystem
How do you serve two distinct users on the same platform?
When a policy quote is flagged, it moves to an underwriter operating in a separate part of the system. The challenge was twofold:
-
A dedicated underwriter dashboard to manage flagged cases, priorities, and decisions
-
Real-time visibility for CSRs—status, outcomes, and key remarks, without access to the underwriter’s workspace
PHASE 3
Select
Use Cases
Solution
The solution was a role-based notification and status system - the underwriter's decision and remarks fed back into the CSR's view of that policy in a structured, readable format. Two users, one ecosystem, no confusion about where ownership sat at any point in the flow.
Treat the flow as a living document before it becomes a living interface. Every iteration of the quote creation flow was version-controlled in a structured flowchart — not just as a design artefact, but as a single source of truth that stakeholders, developers, and QA could all reference.
Solution
A two-month flow that touched everything.
Quote creation is the most critical workflow in the platform redesign task (and the most complex). It isn't a form. It's a multi-stage process with branching logic, external database calls, underwriter triggers, payment integrations, and acceptance/rejection criteria at every node.
Two months were spent iterating this flow through repeated stakeholder discussions, each meeting adding a new use case, a new edge condition, a new integration requirement. The discipline here was documentation: every version of the flow was tracked, every decision recorded.
The visual design of this flow then had to make the complexity invisible to the CSR with clear progress, inline validation, contextual help, and no dead ends.
Use Case: The Quote Creation Flow
02
These inputs were synthesised into a dashboard hierarchy where the most time-sensitive and most frequently accessed items anchored the top of the view. The sidebar navigation was structured around task type rather than product vertical, reflecting how CSRs actually thought about their work rather than how the business was internally organised.
Solution
Card sorting and task analysis with CSRs revealed that claims and active policy queries were consistently reached for first — and that the highest friction came not from missing information, but from information buried too many clicks deep. This shaped a dashboard hierarchy anchored by the most time-sensitive items, a sidebar organised by task type rather than product vertical, and a tiered notification system that let CSRs triage at a glance.
Prioritising the Dashboard Across Five Verticals
03
CSR Dashboard
Daily task management
Quote creation, search and summary
Customer creation — individual and legal entity
Policy and claims search and summary
Underwriters dashboard and bind workflow
Payment and billing flows
Incident creation and reporting
Account and access management
Login and account recovery
Key screens designed
PHASE 4
Visual
Design
PHASE 5
Design System and Brand Scalability
Built a comprehensive UI system and styleguide covering:
01
buttons, forms, tables, modals, toast messages, badges, navigation
03
Full handover documentation for development teams
Interactive components
Development ready
02
colours and typography update globally across all screens