Professional work · DMI
Insurance ExperienceRedesign.
Reimagining the insurance journey for a mobile-first generation.
Indiana Farm Bureau Insurance wanted to broaden its traditional agent-to-customer model with a mobile-first experience where a younger generation could discover, select and manage insurance more independently.
Client: Indiana Farm Bureau Insurance
Category: UX Research · Experience Strategy · High-Fidelity Wireframing
Context: Professional work at DMI
Insurance · Self-service
From agent-led
to self-service.
The ambition was to attract a younger generation of customers and move beyond a traditional one-to-one agent relationship.
The digital experience aimed to help people independently explore insurance options, find suitable coverage, plan insurance, track policies and make payments.
- Small Business
- Auto
- Home
- Bundle
- Umbrella
Review · Compare · Recommend
Understand
the landscape.
Heuristic evaluation. I reviewed the existing desktop and mobile web experience, documented usability issues and friction points, recorded severity types and ratings, and outlined recommendations.
Competitive benchmarking. Progressive, Allstate and GEICO were reviewed across quote journeys, ease of use, customisation and customer support, including Home and Auto bundle journeys.
Editable coverage · Pre-filled information · Contextual assistance · Tooltips · Multiple-choice inputs · Progress indicators
Journey analysis
Reconstruct
the journey.
I reviewed the existing insurance journeys and recreated them as clearer end-to-end flows across multiple product lines.
The supplied original quote-journey flow shows the Home + Auto bundle process for getting and editing a quote.
Screen-by-screen UX
Detail at
every screen.
I translated the research and journey work into detailed, screen-by-screen high-fidelity wireframes.
They covered screen layouts and content hierarchy, interaction details and functional elements, supporting assets and visual references, across multiple insurance product journeys.
The wireframes were handed to the client’s in-house Graphic Designer to apply the brand styling and colours. I was not responsible for final visual UI design.
Professional work · DMI
Research into
wireframes.
My work focused on understanding the existing experience, assessing the market, reconstructing customer journeys and preparing detailed wireframes for handoff to the client’s in-house Graphic Designer.
- Heuristic evaluation
- Competitive benchmarking
- Usability observations and recommendations
- Customer journey reconstruction
- High-fidelity wireframes for the required screens
- UX documentation and handoff to the client’s Graphic Designer
UX foundation · Internal design team
A blueprint
for the next step.
The work provided a structured UX foundation and detailed screen-level direction for the internal design team to take forward into branded visual design.
The client’s in-house Graphic Designer was responsible for applying the organisation’s brand styling, colours and final visual treatment.
Professional work · DMI
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