Enabling insurance agents with market data
Role
Product Designer
Team
Consulting project: me, 2 founders
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
How might we
enable insurance agents with quality data about their market and customers?
How might we
allow users to grow their business by improving their decision making?
How might we
provide insights on approaches that work well in both online and offline sales?
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 comprehensive platform that enables insurance agents to understand their ideal customer profile, test and compare different approaches, and easily gather insights on what works and what doesn't in both online and offline sales 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
Unified view of performance across online and offline channels, enabling comprehensive analysis and optimization efforts.
Actionable recommendations
AI-powered suggestions based on market data and agent performance, helping agents make informed decisions quickly.
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
Comprehensive design system with documented components, patterns, and guidelines for consistent, scalable development.
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.
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