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[Case 02]

Redesigned HM Insurance Group's digital experience

Insurance Technology / B2B SaaS

Transforming Digital Sales Enablement for Insurance Brokers

Redesigning HM Insurance Group's Website to Empower Next-Gen Brokers

[Project Overview]

HM Insurance Group's brokers were competing for every client in a rapidly changing industry, but their website wasn't supporting them. Through anonymous user research and journey mapping, I identified critical gaps in how brokers accessed resources and built credibility with clients. I redesigned the entire digital experience around broker workflows, creating a streamlined resource hub that helps newer professionals compete confidently while still serving experienced brokers. The solution transformed scattered materials into an organized, professional platform that strengthens HMIG's competitive position.

[Problem Statement]

HMIG's brokers competed against 2-3 competitors for every new client as the industry shifted toward younger, tech-savvy professionals. The existing website failed to support them—resources were scattered, there were no customization tools for client materials, and the site was organized around internal departments rather than broker workflows. This left brokers, especially newer ones, without the digital tools needed to compete confidently.

[Industry]

Insurance Technology / B2B SaaS

[My Role]

Lead UX Designer

[Platforms]

Desktop and Mobile Responsive

[Timeline]

November 2022 - June 2023

View Live HMIG Project

View Live HMIG Project

[Persona]

Susan

Insurance Broker

Susan is a 28-year-old insurance broker who recently inherited clients from a retiring colleague. Though digitally savvy, she's new to the industry and worries about appearing inexperienced to established clients. She needs easy-to-find, professional resources that help her quickly access information and build credibility. Susan wants tools that let her compete confidently with veteran brokers through expertise, not just years of experience.

Age: 28

Location: Batesville, Arkansas

Tech Proficiency: High

Gender: Female

[Goal]

Quickly access credible, professional resources to share with inherited clients without appearing inexperienced.

Build confidence in presenting stop loss insurance options through well-organized educational materials.

Establish her own expertise and relationships with clients rather than relying solely on the previous broker's reputation

[Frustrations]

Resources scattered across multiple systems make it difficult to find what she needs during time-sensitive client conversations.

Cannot easily customize or co-brand HMIG materials, forcing her to present generic PDFs that don't reflect her professionalism.

Website organized by HMIG's internal structure rather than her workflow, requiring excessive clicks to access basic information.

[Process]

[01] User Research

Anonymous interviews with brokers across experience levels to understand resource access in competitive sales situations.

Stakeholder workshops with HMIG's sales team to map pain points and identify digital experience gaps.

Competitive analysis of how brokers discover, evaluate, and share stop loss insurance resources.

[01] User Research

Anonymous interviews with brokers across experience levels to understand resource access in competitive sales situations.

Stakeholder workshops with HMIG's sales team to map pain points and identify digital experience gaps.

Competitive analysis of how brokers discover, evaluate, and share stop loss insurance resources.

[01] User Research

Anonymous interviews with brokers across experience levels to understand resource access in competitive sales situations.

Stakeholder workshops with HMIG's sales team to map pain points and identify digital experience gaps.

Competitive analysis of how brokers discover, evaluate, and share stop loss insurance resources.

[02] Insights

Brokers frustrated by scattered resources across multiple systems, making quick access during client calls difficult.

Newer brokers anxious about appearing inexperienced and needed professional materials to build credibility.

Website organized by internal departments rather than broker workflows, creating unnecessary navigation friction.

[02] Insights

Brokers frustrated by scattered resources across multiple systems, making quick access during client calls difficult.

Newer brokers anxious about appearing inexperienced and needed professional materials to build credibility.

Website organized by internal departments rather than broker workflows, creating unnecessary navigation friction.

[02] Insights

Brokers frustrated by scattered resources across multiple systems, making quick access during client calls difficult.

Newer brokers anxious about appearing inexperienced and needed professional materials to build credibility.

Website organized by internal departments rather than broker workflows, creating unnecessary navigation friction.

[03 Design Solution]

Reorganized information architecture around broker workflows, creating an HM Resources hub with six clear categories aligned to how brokers actually work.

Redesigned the Stop Loss landing page with clear value propositions and partnership messaging that help brokers quickly communicate HMIG's competitive advantages.

Streamlined user flows to reduce navigation friction, with optimized paths for quick reference, pre-meeting prep, and post-sale support.

[03 Design Solution]

Reorganized information architecture around broker workflows, creating an HM Resources hub with six clear categories aligned to how brokers actually work.

Redesigned the Stop Loss landing page with clear value propositions and partnership messaging that help brokers quickly communicate HMIG's competitive advantages.

Streamlined user flows to reduce navigation friction, with optimized paths for quick reference, pre-meeting prep, and post-sale support.

[03 Design Solution]

Reorganized information architecture around broker workflows, creating an HM Resources hub with six clear categories aligned to how brokers actually work.

Redesigned the Stop Loss landing page with clear value propositions and partnership messaging that help brokers quickly communicate HMIG's competitive advantages.

Streamlined user flows to reduce navigation friction, with optimized paths for quick reference, pre-meeting prep, and post-sale support.

[04] Testing & Iteration

Validated IA with HMIG stakeholders to ensure the new structure matched actual broker workflows and sales team needs.

Gathered feedback from internal sales teams on resource categorization and content accessibility before launch.

Iterated visual hierarchy based on stakeholder input to help brokers quickly scan and locate relevant materials.

[04] Testing & Iteration

Validated IA with HMIG stakeholders to ensure the new structure matched actual broker workflows and sales team needs.

Gathered feedback from internal sales teams on resource categorization and content accessibility before launch.

Iterated visual hierarchy based on stakeholder input to help brokers quickly scan and locate relevant materials.

[04] Testing & Iteration

Validated IA with HMIG stakeholders to ensure the new structure matched actual broker workflows and sales team needs.

Gathered feedback from internal sales teams on resource categorization and content accessibility before launch.

Iterated visual hierarchy based on stakeholder input to help brokers quickly scan and locate relevant materials.

[Outcome]

Website redesign live at hmig.com
Unified resource hub created
Thought leadership established

[Key Learnings]

Understanding user context is essential.

Brokers needed resources organized by their workflow, not by the company's internal departments—designing around user tasks rather than organizational structure was critical to success..

Understanding user context is essential.

Brokers needed resources organized by their workflow, not by the company's internal departments—designing around user tasks rather than organizational structure was critical to success..

Understanding user context is essential.

Brokers needed resources organized by their workflow, not by the company's internal departments—designing around user tasks rather than organizational structure was critical to success..

Constraints can drive creative solutions.

The requirement for anonymous research pushed us to focus on behavioral patterns and pain points rather than individual preferences, leading to more universal insights..

Constraints can drive creative solutions.

The requirement for anonymous research pushed us to focus on behavioral patterns and pain points rather than individual preferences, leading to more universal insights..

Constraints can drive creative solutions.

The requirement for anonymous research pushed us to focus on behavioral patterns and pain points rather than individual preferences, leading to more universal insights..

Persona prioritization matters.

While we identified four distinct broker personas, choosing Susan as our primary target helped us design for the industry's future while still serving experienced brokers..

Persona prioritization matters.

While we identified four distinct broker personas, choosing Susan as our primary target helped us design for the industry's future while still serving experienced brokers..

Persona prioritization matters.

While we identified four distinct broker personas, choosing Susan as our primary target helped us design for the industry's future while still serving experienced brokers..

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