Enabling insurance agents with market data
Role
Product Designer
Team
Consulting project: me, 2 founders
Responsibilities
Collaborated with
TL;DR
Designed a data dashboard platform for freelance insurance agents to understand their ideal customer profile, test different approaches, and gather insights on what works in both online and offline sales. Delivered MVP and design system.
The problem
Insurance agents, especially freelancers, often operate in the dark when it comes to products they sell and customers they serve. Many agents lack quality data about their market and customers, making it difficult to grow their business through informed decision-making.
Opening questions
My approach
Through discovery interviews and journey mapping with insurance agents, I uncovered their daily challenges, information gaps, and decision-making patterns. This guided the design of a platform that makes market data accessible and actionable.
Discovery & research
Conducted interviews with freelance insurance agents to understand their workflows, pain points, and information needs. Mapped out their customer journey from prospect identification to conversion.
Journey mapping
Created detailed journey maps to visualize agent touchpoints with customers, identifying key decision moments and opportunities for data-driven insights.
Interface design
Designed an intuitive dashboard interface that presents complex market data in digestible, actionable formats. Focused on clarity and quick access to key metrics.
Experience design
Crafted flows that help agents test approaches, track performance, and continuously refine their strategies through data-driven iteration.
The solution: Data dashboard platform
A dashboard platform that helped insurance agents define an ideal customer profile, compare sales approaches, and read what was working across online and offline channels.
Ideal customer profile
Agents can build and refine detailed customer profiles based on market data, helping them identify high-value segments and tailor their approach.
A/B testing framework
Test different sales strategies, messaging, and approaches with built-in analytics to determine what resonates with target customers.
Multi-channel insights
One view of performance across online and offline channels, so agents could compare patterns without switching tools.
Actionable recommendations
Recommendations based on market data and agent performance, written as next actions rather than abstract observations.
Understanding user flows & minimizing cognitive load
Through collaborative workshops, we mapped how agents constantly switched contexts across disjointed tools—phone calls, spreadsheets, CRMs, and emails—creating crushing cognitive load. The answer: bring everything into one place, provide context before they ask for it, and make invisible connections visible by surfacing insights based on where they are in their journey.
Design highlights
Dashboard interface
The main dashboard presents key metrics and insights at a glance, making it easy for agents to quickly understand their market position and track performance.
Composable data visualization components
Built a library of composable data visualization components that agents can rearrange and customize to surface the insights most relevant to their business needs.
Insights & analytics
Deep dive views allow agents to explore data patterns, track performance over time, and identify opportunities for growth.
Outcomes
MVP delivered
A fully functional MVP that demonstrated core value, allowing agents to start using data-driven approaches immediately.
Design system
A documented component set and usage patterns so the MVP could grow without redesigning the dashboard from scratch.
Challenges & insights
As a freelance project, there was no historical data to work with. The challenge was designing a system that could capture and present insights based on agent inputs and market research. Through deep discovery work, I gathered extensive information about the insurance market and customer behaviors.
Market understanding
Gained deep insights into the insurance industry, customer behaviors, and agent workflows through extensive research.
Freelance constraint
Without access to historical data, designed the platform to capture and generate insights from agent usage patterns.
What I would do differently
The MVP solved the right surface-level problem: agents needed a clearer way to read the market and compare sales plays. If I were taking the product further, I would instrument the first MVP around agent activation instead of only delivery completeness: which insight triggered a sales action, which customer profile changed behavior, and which recommendation agents trusted enough to use offline.
That would turn the dashboard from a reporting interface into a learning loop. The important product bet is not more charts; it is helping agents build confidence in one next action at a time.
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