LIFE INSURANCE

Make a
complex life
moment feel clear.

Reframing life insurance around the people, obligations and moments customers are trying to protect.

PEOPLE FIRST
Designed around real families and the lives they’re building.
LIFE MOMENT LED
Recognize what’s changing in life, then clarify what it means for protection.
CLEAR NEXT STEPS
Guidance that builds confidence and makes it easier to act.
Explore the experience↓
For the moments
that matter.
LIFE
InsuranceGuidanceClaimsSupport
⌕
Hi, Taylor⌄
LIFE INSURANCE
Protection today
for more tomorrows.
Personalized guidance for the people, goals and obligations that matter most.
Get your personalized plan   →
Their next chapter
is why we plan.
Protect your family
Help replace lost income and cover essential needs
→
Cover what you care about
From your home to your mortgage
→
Support their future
Education, goals and new opportunities
→
Plan with confidence
Get guidance tailored to your life
→
What are you protecting?
Start with what matters in your life.
My family
My income
My home
My future
Not sure where to start?
Answer a few questions and we’ll help you find the right coverage.
Take 2 minutes→
LIFE
⌕
LIFE INSURANCE
Good morning, Taylor.
Here’s what’s covered, and what’s next.
YOUR COVERAGE
$500,000
Term life insurance
●  ACTIVE
Coverage detailsView policy  →
YOUR BENEFICIARIES
2 people
Review or update
›
YOUR NEXT STEP
Review your plan
Make sure your coverage still fits
›
LIFE CHANGES
Tell us about a big change
We'll help you understand what it means
›
Get guidance→
CHALLENGE
Complex journeys created friction at critical moments.
STRATEGY
Use life moments and behavioral insight to simplify protection.
OUTCOME
Increase completion, conversion and relationship continuity.
EXPERIENCE DIAGNOSTIC

See the whole journey
before solving one moment.

I brought behavioral data, customer feedback, research and competitive intelligence together to understand where complexity accumulated across the Life relationship.

REPRESENTATIVE JOURNEY
Maya, 38
Her family has changed.
Her coverage hasn't.

Maya has coverage through work, but a growing family and new financial obligations have changed what protection means. She knows she should revisit it. She doesn't know where to begin.

WHERE COMPLEXITY ACCUMULATES
NEED → DECISION → ACTION → RELATIONSHIP
How much coverage do we actually need?
Income
Mortgage
Children
Existing coverage
LIFE
A few questions about you
Who's covered?
Health questions
See your next step
About 3 minutes1 of 3
Your answers help us make the next step clearer.
Continue
Who is covered?
Health questions
Review and compare
Your policy
Coverage
$500K
Term
20 years
Review your protection→
01LIFE CHANGES
“I should revisit this.”

A growing family, new financial obligations and a bigger future change what protection means.

UNCLEAR PATH
02QUESTIONS BEGIN
“How much protection do we actually need?”

She's trying to make sense of competing needs, coverage amounts and what feels like a lot of variables.

DECISION LOAD
03SHE TRIES TO ACT
“Why do I need to answer all this?”

Getting a quote means questions, unfamiliar terminology and more effort than she expected.

EXPERIENCE FRICTION
04LIFE MOVES ON
“Is this still right for us?”

Life keeps changing. Over time, it's unclear if her coverage still fits, and there's no obvious prompt to revisit it.

CONTINUITY GAP
WHAT THE DIAGNOSTIC REVEALED

The problem wasn't one broken interaction.
It was accumulated complexity.

THE EXPERIENCE WAS ORGANIZED AROUND
Product
What we offer
Process
How we operate
Transaction
A single moment
Channel
Where it happens
MAYA'S LIFE
Life moment
→
Guidance
→
Clear next step
THE DESIGN PRINCIPLE
Design around what changed in someone's life, not what changed in our system.
STRATEGIC RESPONSE

Design around life moments, not insurance products.

Rather than asking customers to navigate products and processes first, I reframed the experience around what was changing in their lives, what protection questions those moments created, and the clearest next action.

THE OLD MODEL
The experience followed the organization.
PRODUCT
ELIGIBILITY
QUOTE
APPLICATION
POLICY
BUYING A HOME
New obligations emerge.
Do we have enough protection?
GROWING A FAMILY
Protection needs expand.
CAREER + INCOME
Coverage assumptions shift.
FAMILY RESPONSIBILITY
The relationship keeps changing.
What should we revisit?
LIFE SIGNAL
THE PIVOT
Recognize
what changed
Start with the life signal, not the product.
THE STRATEGIC SYSTEM
Turn a life signal into relevant guidance and a clear next step.
Recognize
What changed
→
Guide
What it means
→
Act
The next step
→
Adapt
As life evolves
PRODUCT EXPERIENCE

Simplify the moment
someone decides to act.

Once customers were ready to explore coverage, the experience still asked too much of them. I led the redesign of the Term Life quoting experience to reduce cognitive load, simplify decision-making and create a more intuitive path through mobile quoting.

+32%
QUOTE COMPLETION
Year-over-year improvement after simplifying the Term Life quoting experience.
Experience reconstruction. Illustrating the life-centered interaction principles behind the redesigned quoting experience.
01
RECOGNIZE
Start with the life moment.
Begin with what is changing in someone's life, then make the next step feel personal and relevant.
LIFE MOMENT
Growing our family
More people to love. More of life to protect.
LIFESave & exit
START WITH YOUR LIFE
What's changing in your life?
Start with what brought you here. We'll help you think through what it means for the people you care about.
Our family is growing
I want to make sure they're protected, whatever comes next.
We bought a home
I want to protect what we're building.
My work or income changed
I want to make sure our protection still fits.
I'm thinking about the future
I want to know my family would be okay.
02
UNDERSTAND
Build a picture of what matters.
Ask for only what helps clarify the people, responsibilities and everyday life the customer wants to protect.
LIFESave & exit
YOUR PROTECTION PICTURE
Who and what are you protecting?
A few details help us understand the life you're building and what it might take to protect it.
Your family
2 children
The people at the center of your plan.
Your home
$380K remaining
The place you're building life together.
The income they rely on
$125K / year
What helps everyday life keep moving.
YOUR PICTURE IS TAKING SHAPE
Next, we'll turn what matters into a protection starting point.
THE SHIFT
From collecting data to understanding a life.
Every answer should help the customer understand why it matters, not simply move them through underwriting.
03
GUIDE
Turn complexity into reassurance.
Give customers a clear starting point, explain what it protects and let them shape affordability without losing sight of the tradeoffs.
LIFESave & exit
YOUR PROTECTION STARTING POINT
Here's a starting point for protecting what matters.
$625K
About $46/month
A flexible starting point based on the people and responsibilities you shared.
Keep everyday life moving
Help replace the income your family relies on.
$312K
Keep home feeling like home
Help protect the place you've built together.
$213K
Give your family breathing room
Create time and flexibility for whatever comes next.
$100K
Make it fit your life
Adjust monthly comfort and we'll show what changes.
$46/mo
What if I spend $35/month?
See what stays protected and where your plan changes.
Continue with this starting point
FINDING FRICTION

Find where the
experience breaks down.

I led research and journey mapping for the Essential Term Life experience, combining funnel performance, observed behavior and competitive analysis to identify friction and competitive disadvantages, then turn those findings into remediation priorities.

EVIDENCE IN
Build the diagnosis from multiple signals, not a single metric.
FUNNEL + FALLOUT
Performance
RECORDED SESSIONS
Behavior
5 COMPETITORS
Benchmark
PRICING · QUESTIONNAIRE
Comparison
EXPERIENCE · MARKETING
Comparison
EXPERIENCE DIAGNOSTIC
ESSENTIAL TERM LIFE
ENTER
PROGRESS
FRICTION
FALLOUT
ACTION
THE SIGNAL
Funnel behavior became a design input, not just a performance report.
↗
RESULT
30%+
CONVERSION
IMPROVEMENT
Research and journey mapping identified friction and competitive disadvantages. Remediation efforts improved customer conversion by more than 30%.
Experience visualization reconstructed for portfolio presentation.
01
Observe
See where the experience was losing momentum.
02
Diagnose
Connect funnel behavior with experience evidence.
03
Benchmark
Expose disadvantages through competitive comparison.
04
Remediate
Turn findings into prioritized experience changes.