Integrity Life
Life insurance start up
2019-2020
Designing a new group insurance experience that reduced adviser effort, increased employer self-service and worked within compliance constraints.
Project snapshot
Challenge
Integrity Life was launching Five+, a new group insurance product for small businesses that needed to be simple, fast to understand and efficient for advisers to sell. The challenge was to reduce adviser effort, support employer self-service, and still work within compliance and security requirements.
What I did
I led the end-to-end UX/UI design of the quote and purchase flow, joining at market-fit stage and help shaping the experience through research, journey mapping, prototyping, usability testing, stakeholder alignment and agile delivery.
Outcome
The full quote and purchase flow launched successfully as designed, helping bring a new product to market through a faster, more self-service digital experience that kept advisers informed and in control.
Role
Senior UX/UI Designer
Focus
New product design, self-service flow, compliance-led UX
Users
Advisers, Employers, Admin staff
Team
Product owner, Business Analyst, Front-end developer, Back-end developer, Tester and cross-functional stakeholders
Impact
Launched a new digital group insurance flow for small businesses
Context and opportunity
Make group insurance more accessible to smaller businesses through a simpler digital experience
Five+ was a new group life and income insurance product designed for businesses with 5–50 employees. For the product to succeed the quote and purchase experience needed to feel fast, simple, and easy for advisers to explain and sell.
I joined during market-fit stage when Integrity was exploring demand from both advisers and business owners. This created an opportunity not only to design the digital flow, but also to help shape how the product would be understood, sold, and completed online.
The problem to solve
Reduce adviser effort and increase employer self-service without breaking trust, usability or compliance requirements
Through research and usability testing with advisers, employers and their admin staff, I identified a core tension in the flow: advisers wanted employers to complete as much information as possible themselves, while still retaining enough visibility and control to support the sale. At the same time, risk, compliance, and data security requirements meant the experience could not simply become a fully open self-service purchase journey.
Adviser control vs employer self-service
Advisers wanted clients to complete key information themselves, but still needed visibility and control. Employers also wanted to self-serve as much as possible to keep the ball rolling.
Speed vs compliance
Because Five+ was designed to be a lower-cost, simpler product the flow needed to feel quick and simple while still satisfying regulated requirements
Different user needs
The experience had to work for advisers, employers and admin staff with different goals and knowledge levels.
Different input methods
Smaller businesses preferred forms, while larger businesses preferred spreadsheet upload.
My approach
I used research, prototyping, and stakeholder alignment to shape a fast, compliant quote-to-purchase flow
I worked from early market-fit stage through to launch, designing the experience for advisers, employers and admin staff. Through research, testing, and cross-functional workshops, I balanced self-service, adviser control and compliance requirements in a flow that could be built and launched.
This involved
Research and journey mapping
Prototyping and usability testing
Cross-functional alignment
Agile delivery
Key insights that shaped the flow
Users want to complete as much as possible in one go, with speed and clarity taking priority over unnecessary steps
Testing with advisers, employers and their admin staff showed that the overall flow felt intuitive and easy to interact with. The strongest signal across both user groups was a clear preference for self-service and momentum: users wanted to move forward quickly, avoid repeated handoffs and get to a price as soon as possible.
Advisers preferred employers to complete employee details themselvesAdvisers often did not have the required information and saw sharing the quote as the most efficient path.Employers expected pricing immediately
Once they had entered the required details, they wanted the price right away.Different business sizes preferred different input methods
Smaller businesses favoured forms, while larger businesses preferred spreadsheet upload.More than one employer-side user needed to be supported
Admin staff often handled data entry, while the employer handled payment and final business decisions.Security expectations were low, but compliance requirements were high
Users wanted a low-friction experience, but the flow still needed stronger controls in the right places.
Shaping the solution
I designed around a simple principle: let users do as much as possible in one session, while being compliant
Because Five+ removed underwriting from the quote-and-buy journey, it was possible to create a much faster experience than a traditional retail insurance flow. I translated research into a practical journey that protected that simplicity while still supporting collaboration, security and business rules.
Design Decision 01
Letting employers complete quote details themselves reduced adviser effort and made the flow more efficient
Research showed that advisers rarely had all the employee information needed to generate a quote and would usually need to ask the employer for it anyway. Allowing advisers to initiate the quote and then send it to the employer to complete reduced back-and-forth, saved adviser time and created a more efficient handoff without removing the adviser from the process.
Design Decision 02
Showing the price immediately helped users complete the process in one go
Testing showed that employers expected to receive pricing as soon as they had entered the required information. Delaying pricing until the adviser re-engaged added friction and broke momentum. I therefore recommended the option where users could see the price immediately, helping the flow feel faster, more transparent and better aligned with user expectations. I got the stakeholders onboard with my insights and received necessary sign offs.
Design Decision 03
Supporting both manual entry and spreadsheet upload made the flow work for different business sizes
Research revealed two distinct behaviours: smaller businesses were comfortable entering details through a form, while larger businesses preferred uploading employee information through a spreadsheet. Keeping both input methods made the experience more flexible and practical, allowing the product to serve a broader range of business sizes without forcing everyone into the same workflow.
Design Decision 04
Not forcing account creation and giving adviser final control balanced usability with security and compliance requirements
While users wanted a highly self-service experience, risk, compliance and data security requirements made a fully open purchase flow unsuitable. I worked through workshops with the business to design a model where employers could complete key steps and move the quote forward without getting forced to create an account, while the adviser remained responsible for final submission. This preserved a low-friction experience for employers while maintaining the control and oversight needed from a business and compliance perspective.
Final experience
Allowing employers to move quickly through the journey while keeping the adviser connected at the right moments
In the shipped experience, the adviser started the quote and sent it to the employer or admin staff to complete. The employer could enter employee details, receive pricing immediately and continue through the purchase journey in one go. If they were not ready to finish, they could create an account to return later or invite others to collaborate on the quote. A password is crucial to keep their employee information in the quote safe and secure.
This gave users flexibility without forcing account creation too early in the process. It also supported collaboration on the employer side while preserving a clear role for the adviser, who was notified by email and responsible for final submission. The result was a flow that felt fast and modern for users, but still worked within business and regulatory requirements.
Delivery and rollout
I worked closely with stakeholders and the agile team to translate research & requirements into a launched experience
After validating the flow through research and testing, I iterated the designs with input from business, risk and compliance and development stakeholders. I facilitated workshops to shape how verification, collaboration and final submission should work without undermining usability.
Once the final direction had been agreed, I collected necessary sign off and I worked closely with the agile development team to build and deliver the flow. The full quote and purchase journey launched as designed.
Outcome and impact
The final experience launched successfully and helped bring a new group insurance product to market
The shipped flow made it easier for advisers to quote and sell Five+ by allowing employers to complete much of the process themselves, while still keeping advisers informed and in control. This reduced adviser effort, improved speed through the quote journey and supported the viability of a new product designed specifically for smaller businesses.
Reflection
This project reinforced how important it is to protect simplicity when designing for regulated products
The value of Five+ depended not only on the product itself, but on whether the experience felt easy enough for advisers to sell and for employers to complete. By grounding the work in research and testing, I was able to shape a flow that supported self-service where users wanted it, while keeping the safeguards needed for the business.
My contribution
Led the end-to-end UX/UI design from market-fit stage to launch
Ran research with advisers, employers, and admin staff
Shaped the journey across multiple user roles
Balanced self-service, adviser control, and compliance requirements
Supported stakeholder alignment and agile delivery