Sureify Configuration Panel
Every new insurance carrier meant manually hard-coding their application, which meant weeks of engineering and QA per client. I scoped the MVP for a low-code configuration tool, designed it, and built the handoff process for a distributed team. What used to take 2-3 weeks now ships in hours.
Company
Sureify (white-label enterprise life insurance software)
Role
Product Designer (sole designer)
Team
4 overseas engineers
Impact
Configuration time: 9 days → 2 days for changes
All major clients self-serving
Enabled scale for Series C
What I did
Sureify's platform let carriers offer digital insurance applications, but each one was hard-coded. Every new carrier, every geographic variation, and every language variant meant engineering tickets and QA cycles. Carriers wanted more variants by state, age, and language, and the model wasn't going to scale.
I led UX and scoped the work, collaborating with a US-based engineer and an offshore lead who managed implementation.
Defining Scope
I looked at similar tools in the market and noticed most of them bloated fast, so I studied indirect competitors in the survey and form-builder space instead of just insurance tooling. The takeaway was that carriers didn't need a powerful tool, they needed a simple one that handled the specific things they actually changed.
The initial approach was going sideways, so I stepped in to redefine what V1 actually was: what's in, what's out, and what we can add later. I aligned with product needs, accounted for how insurance processing might shift post-pandemic, and made sure the scope worked with the existing architecture.
Designing for Non-Technical Users
The goal was Notion-level elegance, a tool so intuitive that carriers would actually want to use it. Desktop-only, based on research showing that's how they'd work.
The core interaction was a questionnaire editor. Left panel shows sections and groups in a collapsible tree, center panel shows the questions within a section (each expandable to reveal field type, validation rules, and response options), and the right panel handles deeper configuration for the selected element.
Field types included inputs, text areas, dropdowns, single and multi-select, checkboxes, date pickers, date ranges, and number fields, each with inline help text explaining when to use it.
Validation rules could be attached to any field: required, format constraints, and conditional visibility based on other answers.
Followup logic let carriers branch the application based on responses. If a user selects "Yes" to a health question, additional questions appear. Visual connectors showed the logic flow.
A preview button let carriers see exactly what the end user would experience before pushing live, and changes reflected immediately with no waiting for builds.
The Outcomes
Client setup dropped from weeks to hours and the tool became the default workflow for every Sureify client. It let the company take on more customers without hiring proportionally, which was a key part of the pitch for their Series C.