Designing an insurance marketplace for the 21st century


How can we help people acquire the insurance protection they need while making them feel good about it?

In the Summer of 2017, I moved to New York City to join the design team at Policygenius. At the time, Policygenius was in the beginning stages of a massive rebrand that would change the entire face of the company – from the website to the out-of-home marketing campaigns. My first assignment was to take the new branding assets provided by Red Antler and translate them into a visual style that we would use across all of our products.

Once our visual style had been solidified, the design and engineering teams worked together to create a react component library of our new elements. This library of components made it easier for the product teams to design, test, and deploy new features faster than what we were previously capable of.

From rebrand to the life team

At the conclusion of the rebranding initiative, I transitioned onto the life team where our primary focus is on optimizing our life insurance funnel. The team consisted of a product manager, 5 engineers, and 2 product designers including myself. Over the course of 3 months, our goal was to improve our conversion by 20%.

At the start of the tertile, the first feature we tested was a new side-by-side comparison function. Since the majority of our first-time users have very little knowledge on the ins-and-outs of life insurance, one of our goals is to be a source of truth and educate them enough to where they feel confident making a decision. We wanted to improve our existing comparison feature to help users determine the differences between the policies they qualify for. Our hypothesis was that if a user could understand the similarities/differences between the policies, they would feel more confident about selecting one and moving forward. This hypothesis was supported by several rounds of qualitative research where we learned that users had several questions about the differences between each policy.


The result of our side-by-side comparison was a win! We ultimately made comparing policies easier to discover, more scannable, and more relevant to our shopper’s biggest questions. As a result, shoppers that use our side-by-side comparison tool are 22% more likely to apply for a policy.

Understanding the relationship between coverage, term, and price

Over the course of the tertile, we learned through qualitative research that users had a hard time understanding the relationship between the coverage amount of a policy, the length of a policy (term), and the monthly/annual premium. We believe this led to a lot of confusion when shoppers landed on the quotes page since we observed that users would consistently modify their coverage and term multiple times to get different results.

As a team, we decided that this was a problem worth solving and developed a feature within our flow called the value finder. After several rounds of research and multiple iterations, we landed on a concept that addressed several problems:

  • Provide education for basic terms
  • Separate the decision on coverage & term from the insurance carrier
  • Communicate the tradeoffs between coverage, term, and price.
  • Offer social proof and decision support for shoppers that need additional help.



The aftermath of value finder turned out to be a big improvement for our overall conversion as we saw it rise 11% from our baseline. These results coupled with the qualitative tests we conducted, proved that we were instilling more confidence in our shoppers.


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