Rosewood & Clay
Designing a new home insurance self-service portal and mobile app for customers. A clean, intuitive platform focused on simplifying policy management for occasional users.
Insurance
B2C SaaS
My Role
UX/UI Designer
Duration
Nov 2025 - Dec 2025
Platform
Web-Based Self-Service Portal & Mobile App
Overview
Rosewood & Clay’s Home Insurance Self-Service Portal is a newly designed digital platform aimed at empowering homeowners to manage their insurance policies effortlessly. Unlike frequent insurance users, many of Rosewood & Clay’s customers are occasional portal visitors with little familiarity with industry terms or online insurance management tools.
The project’s goal was to craft a clear, intuitive experience that removes barriers, reduces confusion, and encourages self-sufficiency. This involved designing a desktop portal from scratch and collaborating on a mobile version to ensure a seamless, consistent experience across devices.
As the lead UX/UI designer for the desktop platform, I handled the full design lifecycle from initial research and wireframes through to high-fidelity prototypes and developer handoff. On the mobile side, I worked closely with the redesign team to co-create the design language and refine critical flows, including the file a claim process.
Given NDA constraints, some specific details have been modified, but this case study accurately reflects the design strategy, challenges, and outcomes of the project.
My Role
End-to-end Desktop Design: Owned the entire desktop portal design, including user research, information architecture, wireframes, visual design, prototyping, and usability testing
Mobile Collaboration: Participated in defining the shared design system and adapting desktop concepts for mobile, focusing on flow improvements and responsive design challenges
File a Claim Flow: Led the creation of a step-by-step claim filing experience, emphasizing clarity, simplicity, and user reassurance
Cross-Functional Partnership: Worked closely with product owners, developers, and stakeholders to iterate rapidly, incorporate feedback, and ensure feasibility
Design System Contribution: Helped develop a scalable design system that supports both desktop and mobile experiences with consistent components and interactions
The Objective
The primary challenge was designing a portal that feels approachable and straightforward for users unfamiliar with insurance portals. Key goals included:
Reducing confusion by minimizing industry jargon and explaining processes in plain language.
Enabling users to easily navigate core tasks such as viewing policies, filing claims, accessing documents, and making payments.
Creating a consistent experience across desktop and mobile platforms with a shared design language.
Building trust by providing clear feedback, progress indicators, and guidance throughout all flows.
Supporting both tech-savvy and less-experienced users equally well, considering accessibility and usability principles.
Design Process
The design process was iterative and user-focused, comprising:
User & Stakeholder Research: Conducted interviews and workshops to understand user behaviors, pain points, and business priorities. We discovered users struggled with unfamiliar terms and felt unsure about next steps in tasks like claims or payments.
Information Architecture & Navigation: Developed a clear sitemap and navigation that reflected users’ mental models, grouping related functions logically and minimizing cognitive load.
Wireframing & Prototyping: Created low and high-fidelity wireframes, focusing initially on desktop layouts to define structure and flow. Usability testing helped uncover friction points early.
Design System Collaboration: Worked jointly on a reusable component library and style guide with the mobile design team, ensuring visual consistency and scalability.
Mobile Adaptation & Testing: Adapted desktop designs for mobile screens, optimizing touch targets and simplifying content hierarchy. We validated flows through remote usability testing and incorporated feedback continuously.
Solution
Login & Dashboard
Designed a secure and welcoming entry point into the portal. The login flow emphasizes clarity and trust, with simple error handling and reassuring feedback. Once logged in, users land on a user-friendly dashboard presenting essential information at a glance. They see upcoming payments, policy statuses, alerts, and personalized messages. Visual hierarchy and clear calls-to-action guide users toward their next steps effortlessly.
Chatbot Assistant
Introduced an intelligent, context-aware chatbot to support users in real time. The chatbot answers common questions, explains unfamiliar terms, and guides users through tasks like claims or payments. This feature especially helps first-time and infrequent users feel reassured without needing to contact support.
File a Claim Flow
A major focus was the claims process, traditionally a source of anxiety and confusion. I designed a stepwise, jargon-free flow that guides users through submitting claims, explaining each step clearly, and providing real-time progress updates. Inline validation and helpful tips reduce errors and reinforce confidence.
Documents & Claims Repository
Created a centralized area where users can view all policy documents and track the status of their claims. The interface supports filtering and searching to help users find needed information fast.
Payments
Built a straightforward, secure payments module allowing users to view due dates, make payments, and access payment history. Alerts and reminders are integrated to reduce missed payments.
Get a Quote Flow for First-Time Buyers
Additionally, I designed a dedicated quoting experience for first-time home insurance buyers. This flow breaks down complex options into digestible steps, avoids jargon, and offers contextual help to ensure users complete their quotes successfully without frustration.
