03 / INSURIFY · DIRECTOR OF PRODUCT DESIGN · 2022–2023

Marketing was filling a funnel the company couldn't actually serve.

I joined to lead mobile strategy and design. When Core Experience transferred to me, workshops with agents and partners revealed a bigger issue: we were bringing people into a funnel the business could not reliably serve.

Role: Director of Product Design
Led design for: Mobile · Core Experience · Conversion
Approach: Workshops · Agent research · Experiments
Focus: Business impact · Trust · Scale

Read the case ↓

+47%Revenue per
flow start

+30%Overall funnel
revenue

66→75%Visit-to-quote
conversion

3.8→4.4App Store
rating

Insurify quote results displayed on a mobile phone — CORE EXPERIENCERebuilding the insurance-buying journeyA redesign that connected the question flow, quote comparison, and path to purchase.

01 — THE SETUP

The ad made a promise. The operation could only keep it four times out of ten.

I was initially brought in to lead mobile strategy and design. After the "Core Experience" moved under my scope, workshops and conversations with agents and partners exposed a larger issue.

Insurify is an insurance marketplace. Marketing brought people in with "rates as low as $29,” then handed them to a call center that could only answer roughly 40% of inbound calls.

We were paying to attract people, setting a very specific expectation, and then sometimes not picking up the phone. The funnel looked like a conversion problem, but it was also a company-wide product, marketing, and operations problem.

Ad
promise→Quote
flow→Agent
handoff→Policy
sale

Simplified Insurify customer journey from inbound traffic through retention — JOURNEY MAPParts of the funnel broke the trustFrom the ad promise through quote engagement, handoff, purchase, and retention.

02 — THE CHALLENGE

Cheap traffic and qualified customers required different strategies.

We had to keep short-term experiments moving while fixing the foundations they kept exposing.

Marketing was optimized for volume, speed, and acquisition cost. Product and technology needed people who understood the offer, trusted the experience, and were ready to buy.

I led work to turn existing segmentation into personas and map the user journey. It gave the team a shared way to discuss the gaps—and raised a strategic question: Should Insurify keep pursuing non-standard customers for volume, or focus on standard customers for value?

Customer segmentation comparing non-standard, standard, and preferred insurance customers — SEGMENTATION + WORKSHOPSEvidence and alignmentSegmentation became personas; workshops gave the strategy a shared forum.

Insurify colleagues collaborating in a workshop — SEGMENTATION + WORKSHOPSEvidence and alignmentSegmentation became personas; workshops gave the strategy a shared forum.

THE OPERATING MODEL

Twelve rounds of agent interviews, journey data, and weekly experiments ran in parallel. The tests created movement; the research explained why some wins held and others did not.

03 — WHAT I DID

Turn scattered experiments into a system the team could reason from.

Took the core redesign through rollout.The redesign had just begun when Core Experience moved under my scope. I led it through the Single Question Flow, applying and contributing to the design-system rebuild already underway, then through six months of A/B testing before the CPO approved a full rollout.
Built personas with the experts doing the work.Brought agents, support, marketing, engineering, product, and the C-suite into the same conversation. Agent interviews surfaced useful archetypes that informed the emerging personas.
Gave experiments a shared logic.Created a persuasion framework around social proof, value, education, and urgency. PMs across the organization could test with clear intent and reason meaningfully from the results.
Mapped the whole journey.Combined Mixpanel data with agent interviews to connect what users did in the funnel with what happened when an agent finally spoke to them.
Cleaned up the product's language.Led a review of 50+ screens with marketing, removing repetitive yes/no prompts and replacing copy that sounded like legal scaffolding with language people could act on.
Fixed the gaps behind the interface.Coverage choices did not always change results, and some add-ons could not be completed. Those were product problems, not presentation problems, so we made the gaps visible and worked to close them.
Strengthened the system already in motion.Contributed to and improved the design-system rebuild already underway, using the work to make the evolving Core Experience more consistent and easier to extend.

Insurify persuasion framework connecting customer categories to quote-page patterns — PERSUASION FRAMEWORKA repeatable system for clearer intentionsSocial proof, value, education, and urgency applied to the quote experience.

Condensed Insurify customer journey from questions through quote results and purchase — END-TO-END JOURNEYEvery step redesigned and testedA condensed view of the E2E experience.

04 — WHAT HAPPENED

Small experiments moved numbers. The framework made the results easier to act on.

+47%Revenue per flow start in a six-month test, before full rollout was approved

+30%Overall funnel revenue

+11%Sale rate by adding urgency to the quote-page title

+5.2%Revenue per flow start by clarifying purchase intent early

66→75%Visit-to-quote conversion by removing a redundant step for known users

3.8→4.4Verified App Store rating over ~6 months

Insurify quote-list experiments comparing provider lists, labels, and recommendations — EXPERIMENTSThe tests behind the resultsQuote-list experiments that made the persuasion framework measurable.

TESTIMONIAL PLACEHOLDER
Product or executive partner quote
Best quote: how Allen aligned product, marketing, agents, and leadership around one customer journey. Avoid a generic craft endorsement.

SELECTED ARTIFACTS

Inside Insurify.

Single Question FlowOne decision at a time · 16:9 (2400×1350px)

PersonasShared across the company · 4:3 (2400×1800px)

Journey mapProduct behavior joined to agent reality · 16:9 (2400×1350px)

Persuasion patternsValue, education, urgency, and proof · 4:3 (2400×1800px)

Quote resultsCoverage and add-on clarity · 16:9 (2400×1350px)

05 — LOOKING BACK

The framework mattered more than any single test.

Before it, PMs ran experiments and could not explain their own wins.
Afterward, the team had something to build on.