I run UX as a business unit.

Problem

An outdated point-of-sale system that closes 500,000+ policies a year was leaking conversions and couldn't adapt to the business.

Approach

A 24-month rebuild: four research rounds with 122 users, competitive analysis, MVP-first scoping, a token-based atomic design system, and proactive UAT alongside engineering.

Problem

A dated account experience created confusion that surfaced as customer-service calls, and buried the actions customers actually came to do.

Approach

Research-led information architecture, preference tests, card sorts, and tree tests with 30 participants in three weeks, shipped across three releases.

Problem

A sought-after, non-risk revenue add sat below 10% enrollment, buried inside the coverage section where customers missed it.

Approach

Moved the enrollment decision out of the coverage section into its own clear, well-timed moment in the flow.

Problem

On mobile, the comparison offers we monetize weren't visible, wasting the most valuable space on the quote page.

Approach

Reworked the information hierarchy and applied progressive disclosure to non-critical detail, giving the customer choice without the clutter.