Coverage Pages

Liberty Mutual – Coverage Pages

Project Overview

Timeline: 6 months

Tools: Sketch, Invision

Platform: Inhouse developers

Deliverables: Full mockups, brand guidelines for illustrations

My role: Improve the online experience to deflect customer service calls

Auto insurance coverage page with collapsed tray


Problem statement: Too many customers are calling for simple things they could/should do online, such as getting ID cards.

Solution statement: A better online experience (e-service) will deflect calls and save money.

Pictured: old online portal for the coverage section.

Previous online experience for changing coverages


Interviews: Interviewing current Liberty customers along with on site visits at the call center to talk with reps and see how they handle existing customer needs.

We also relied on screen recordings of real users to inform our design decisions.

Research insights: Customers really value the white-glove, conversational aspect of calling for service issues.


User persona: While there were multiple personas, the one that we focused on was a 50+ person that is weary of using online systems due to concerns around security and ability to complete the tasks they need.

Competitive Analysis: Few insurance companies have excellent customer service, so there’s a lot of room to succeed in this space.

Sketch working out how to use the drawer module

Scope and Constraints

Scope: Just the Coverage page in the mega-menu, pages that branch off of that, and the ability to buy/change coverages.

Constraints: Could not change other pages like Documents, Billing, or Help.

Example of the home coverage page
Icon ideation
Different layouts for this area

Next steps

The future steps were numerous and designed to help specific personas:

  • Improved quick-hit drop down of coverages
  • A better explanation of coverages
  • An ultra simplified view for users that aren’t sure where to start
Quoting and policy customization tool for existing customers


Here’s a collection of sketches and notes from this client.