Direct Line App
Created a unified Customer Portal Hub App for 9 million insurance customers using the UK’s largest insurance provider
2 minutes
303 words

Services & logistics: beta-ready designs within a 6-week sprint
My role: Principal UX UI
- Experience vision and information architecture
- Cross-system journey mapping
- Low-fidelity wireframes for MVP scope
- High-fidelity App UI
- Starter design system framework
Tools and resource
- Figma
- Google Material design
- Atlassian suite, Miro
- Workshops: remote
- Google Lighthouse
- Guerilla testing
Team & stakeholders
- UX, Business dev: Agency model
- Insurance writers
- Product teams: London & Bristol
- Client leadership
☕️ Problem space
Customer data existed across multiple disconnected systems.
No single view of the customer.
Inconsistent journeys across policies, quotes, and customer data.
High operational effort for low-value customer actions.
🚀 Objectives
Customer: Single, clear entry point to manage policies and quotes.
Faster access to personal and policy data.
Business_KPIs: Increase digital self-service usage.
Improve engagement with quote journeys.
Reduce friction across high-intent flows.
Create a scalable UX foundation.
Impact

- Enabled a single customer entry point across fragmented systems
- Reduced friction in accessing customer data
- Supported improved operational efficiency through self-service
- Established a scalable UX framework for post-beta rollout
Post launch
⚡️ +12–15%
Site sessions
🗺️ 18 %
Click throughs
🚀 +10–13%
Quotes
😃 +9–11%
Solution
Unified Portal Hub
- Single dashboard aggregating:
- Active policies
- Quote history and new quote entry
- Customer details and key actions
- Prioritised task-based navigation over system-based structure
- Surfaced high-intent actions e.g. “Get a quote” “Make a call” in situational context



Deliverables
- User journey flows
- Core wireframes: web portal + key flows
- Clickable prototype: beta validation
- High-fidelity UI screens: key flows
- Design system: Atomic Component library, Colour, Typography, Illustration
Design system components



Wireframes and prototypes



