Brian ParaProduct Design & Digital Experience LeaderLet’s connect
Strategy. Design. Impact.

Turning complexity into clear direction.

I lead product design and digital experience for complex insurance and financial services journeys, connecting customer insight, behavioral data and business strategy to build experiences that perform.

View selected workHow I lead
Selected impact
+32%
Term Life quote completion
USAA
70%
Annual direct-channel growth
MAPFRE
−65%
Task completion time
TRAVELERS
+62%
Story points delivered
USAA
SELECTED ORGANIZATIONS

From insight to impact

I’ve worked across leading organizations to design and lead experiences that make complex decisions clearer.

USAA
Travelers
MAPFRE
Verti
Commerce Insurance
Kohl’s
Staples
Different perspectives create better outcomes
I LEAD AT
THE INTERSECTION
DESIGN
Human needs.
Clarity.
Empathy.
Craft.
PRODUCT
Prioritization.
Platforms.
Delivery.
Iteration.
EXPERIENCE
Where strategy,
design, technology
and business
come together.
DATA
Evidence.
Experimentation.
Measurement.
Insight.
BUSINESS
Growth.
Economics.
Strategy.
Outcomes.
Selected Work

Different problems.
One leadership system.

Three transformations across auto insurance, life insurance and investments: building a direct growth channel, simplifying a complex purchase and guiding decisions over time.

Build and scale it01 · Auto insurance

Build digital into
a growth engine.

Launching MAPFRE’s first direct-to-consumer insurance experience and connecting shopping, self-service, payments and claims into one system.

70%
Annual direct-channel growth
#1
New-business producer
Ranked #1 in digital shopping · J.D. Power, 2019
View Case Study
MAPFRE digital insurance experience shown on a desktop portal, laptop, tablet and phone
Transform the experience02 · Life insurance

Make a complex
life moment feel clear.

Simplifying Life around customer needs, reducing friction in the quoting experience and using behavioral insight to improve performance.

+32%
Term Life quote completion (YoY)
30%+
Lift in Essential Term Life conversion
View Case Study
Buying a home
Signal 01
Career + income
Signal 02
Growing a family
Signal 03
Family responsibility
Signal 04
LIFE SIGNAL
THE PIVOT
Recognize
what changed
Start with the life signal, not the product.
Define the future03 · Investments

Turn products into
guided decisions.

Architecting a future-state Investments experience around needs-based guidance, digital-to-human continuity and measurable customer progress.

Built to be measured on
01Comprehension
02Next-step clarity
03Solution fit
04Qualified intent
Success metrics defined before launch · Future-state strategy
View Case Study
“What should I do with my TSP?”
You’re on trackA rollover is one path worth exploring.
Need
Understand
Plan
Explore
Intent
Some screens are reconstructed and some details anonymized to protect employer confidentiality.
Brian Para
HOW I LEAD

I turn complexity into clarity people can act on.

I bring design, product, analytics and systems thinking together to shape experiences that work for people and perform for the business. My role is to create direction, connect teams and help ambitious ideas survive the realities of enterprise delivery.

Clarity over theaterEvidence over assumptionOutcomes over output
My leadership story

In their words

Brian has a rare ability to see the whole system. He connects customer needs, data, design and business strategy in ways that turn complexity into clear direction and meaningful outcomes.

VP, Digital & Omnichannel Enablement, Direct manager, Fortune 100 financial services

Names withheld at their employers’ request.

How I lead