Timeline: 6 months
Tools: Sketch, InVision
Platform: Implemented by internal development team
Deliverables: Full-page mockups, illustration brand guidelines
Objective: Reduce support call volume by simplifying self-service navigation
Discover
Discovery & Challenge
Faced with a high volume of customer calls for routine tasks—such as retrieving insurance ID cards—the goal was to empower users to self-serve through a redesigned Coverage section.
Pictured: old online portal for the coverage section.
Research & User Insights
Learned that users appreciated the “white-glove” support experience and needed reassurance through intuitive online tools.
Conducted interviews with existing Liberty customers and in-person observations of call center staff to understand common support pain points.
Analyzed real-user screen recordings to gain clarity on user behaviors and hesitations.
Scope and Constraints
User Persona & Landscape
Competitive benchmarking revealed that few insurers offered intuitive service portals—presenting an opportunity for differentiation.
Focused on a primary persona: users aged 50+, often hesitant about online interactions due to security or usability concerns.
Design Solution & Strategy
Introduced an “accordion-style” drawer module enabling users to browse coverage options intuitively.
Explored icon designs and modular layouts to streamline navigation and enhance clarity.
Positioned this redesign as a stepping stone toward deeper personalization tools (e.g., quoting and policy customization).
Forward-Looking Enhancements
Planned next-phase features tailored to diverse user needs:
- Quick-access dropdown menus for immediate coverage options
- Clear, user-friendly explanations of coverage types
- Ultra-simple view for users needing guided assistance—as well as customizable quoting tools.
A collection of sketches and notes from this client.
