Context
Campbell Ewald partnered with a large insurance provider to modernize key digital experiences used by prospective and existing customers.
Many key customer journeys were difficult to navigate on mobile devices. Complex information, inconsistent experiences, and accessibility challenges created friction for users, particularly older adults.
This project focused on improving accessibility, simplifying key user journeys, and creating a more consistent experience across devices.
- Improve accessibility and readability for senior users
- Simplify complex insurance information and decision-making
- Create a more intuitive mobile experience across key journeys
- Establish reusable patterns to support a broader redesign effort
Discovery + define
To identify improvement opportunities, I reviewed existing customer journeys across desktop and mobile experiences. I focused on high-traffic interactions such as obtaining quotes, exploring coverage options, and navigating informational content.
Addressing the challenges
Insurance products often involve large amounts of information, making it difficult for users to quickly understand coverage options and make informed decisions.
To improve comprehension, I introduced clearer content hierarchy, visual grouping, and supporting infographics that helped users digest information more efficiently.
Many key customer journeys worked well on desktop but became difficult to complete on smaller screens due to dense layouts and interaction constraints.
I redesigned critical experiences for mobile-first consumption, prioritizing readability, touch-friendly interactions, and streamlined workflows.
Users often needed to move between educational content, coverage information, and conversion-focused experiences. Existing navigation patterns made these transitions difficult to discover.
I simplified navigation structures and introduced clearer pathways to help users find relevant information and complete tasks with greater confidence.
Final experience
The final redesign brought together improvements across accessibility, information hierarchy, and mobile usability to create a more intuitive insurance experience.
A clear entry point
One clear message. One action. Less friction for users who may only visit once.
- Prominent hero with a single conversion action
- Clear product navigation immediately below the fold
- Accessible type sizing and contrast for older users
Homepage hero
Step 1 — about you
Step 2 — adjust coverage
Monthly payment mode
Coverage amount mode
Turning a form into a conversation
Instead of a dense form, users fill in the blanks — a familiar pattern that makes complex data entry feel conversational.
- Mad-lib format reduces perceived complexity
- Two-step flow separates personal info from coverage decisions
- Interactive slider gives instant price feedback
Simplifying complex content
Swipeable cards and a clean accordion let users pull information at their own pace rather than being pushed through it.
- Swipeable card format makes benefits digestible one at a time
- Accordion FAQ reduces visual clutter without hiding content
- Resource center card layout supports browsing without overwhelm
FAQ — expanded answer
Resource center
Navigation — expanded
Finding the right path
A flatter structure with inline sub-category expansion — fewer taps to reach any destination.
- Flat top-level nav reduces cognitive load
- Inline sub-category expansion avoids full-page nav takeovers
- Consistent interaction patterns across all product areas
Outcomes
- Improved accessibility and usability for senior users
- Established reusable patterns for the broader redesign effort
- Created a more consistent experience across devices
This project reinforced the importance of designing for clarity. Insurance experiences often require users to navigate complex information and make important decisions, making accessibility and information hierarchy critical to the overall experience.
Rather than focusing solely on aesthetics, the challenge was helping users understand, navigate, and act with confidence across a variety of customer journeys.