Sureify E-Application
Building a scalable future for Sureify's flagship product
Sureify is a B2B2C White-labelled Life Insurance technology company that allows leading carriers to offer digital solutions for their users. Our flagship application product was nearly five years old and hadn't been touched since it's launch.
The original e-application lacked a clear understanding of the scope of a white-labeled product, which resulted in inconsistent and confusing designs. This led to high bounce rates and increased customer inquiries, and was causing problems for ourselves and our customers.
My Role
I was the only Product Designer on this project, and worked closely with our overseas engineering team, our solutions engineering team, and had support from a PM.
Impact
Across our carriers, we saw a 200% increase in conversion rate with the new application compared to the previous one.
We also saw 46% higher engagement on the quote screen, which allowed us to broaden the top of the funnel for our carriers.
Timeline
We had a limited two week window in which to make the core of the design, after which we made small improvements while it was with engineering.
The challenges of white-labelling
Where the old design shined in our best case design, however as we applied more and more end customer brands to our design, we saw that it resulted in disjointed, and visually weak end products.
With this design, we anticipated those concerns early and accounted for them in our designs, and then conducted extensive testing across a range of branding styles to ensure compatibility and consistency across different visual identities.
Refinement of Child Questions
Special attention was given to refining child questions and branching flows to ensure clarity and coherence without overwhelming users, a crucial aspect in modern insurance applications.
Final Designs and Handoff
Catering to a diverse user base ranging from ages 20 to 85, with varying levels of tech proficiency and insurance needs, necessitated a flexible and intuitive design approach
