INSURANCE • B2B ENTERPRISE • 2025
Fixing end-to-end insurance quoting to end 24% of hotline calls
TIMELINE
4 months
ROLE
Product Designer (Me!)
TEAM
Product Manager
8 Developers
Legal Counsel
Agency Managers
TL;DR
Every friction point in the legacy calculator forced multi-agents to abandon quotes and switch to competitors ("I don't call support, I switch carriers").
I fixed the quoting, offering and sales journey. This eliminated the root cause behind 24% of status-query hotline calls and restored sales continuity during client meetings.
SOLUTION
A unified quote-to-sale journey giving agents full control
I designed an end-to-end journey for quoting, offering, and finalizing motor insurance policies, seamlessly integrated with the portal homepage, client management, and agency policy workflows.
Homepage enabling a fast start and instant search across policies and clients
A single 1-input search bar allows agents to locate any policy or client in seconds, while quick-action shortcuts provide immediate access to 2-field quoting and renewals.
Calculation View automating vehicle data retrieval and persistent GDPR consent
Entering a PESEL/NIP and license plate auto-populates vehicle specs and claims history from CEPiK and UFG. GDPR consent saves once to the client profile, eliminating repetitive paperwork on future quotes.
Offer View featuring flexible tier presentation and client-facing commission masking
A three-column comparison includes a "Show Premium Breakdown" toggle that hides agent commission during co-browsing with clients, alongside instant installment previews and custom PDF exports.
Policy and Client Management with Anti-Fraud controls
A unified table enables cross-agency policy searches secured by single-field Anti-Fraud verification, proactive filter chips for expiring terms, and self-service cash collection logging.
OVERVIEW
Merging two independent sales portals for an international insurance group
I led this initiative for a premier insurance group in Poland, following a major merger with a global insurer. The company serves a network of tens of thousands of registered agents and multi-agents nationwide.
The sales environment previously relied on two separate production systems: POS from the original entity and Agent Panel from the acquired firm. The project aimed to merge and replace both legacy tools with a single modern portal.
PROBLEM
Hotline overload and revenue leakage at the top of the sales funnel
Product leadership sought to resolve severe support channel congestion and allocated dedicated resources to address the issue. Operational data revealed 9,795 monthly hotline calls, with agent wait times reaching up to 40 minutes per call.
Over 24% of all support calls (exceeding 2,350 calls per month) were routine inquiries regarding policy status, payment due dates, or missing documents. Agents were calling hotline support simply because legacy interfaces failed to display basic operational data.
Technological debt and ergonomics friction during live sales
Agents were forced to operate across two browsers simultaneously and navigate seven distinct product calculators with inconsistent visual design, compounding support dependence when searching for agency colleagues' policies.
INITIAL FINDINGS
Uncovering bottlenecks and driving a strategic pivot to Sales-First
Widespread quote abandonment in favor of competitors upon system friction
I initiated discovery by formulating research hypotheses, interview scripts, and conducting in-depth interviews (IDIs) with multi-agents alongside expert audits. I discovered that agents working live with clients keep 3–4 rival portals open; any quoting blocker triggers an immediate switch to a competitor within 5 seconds ("I don't call, I switch carriers").
Underwriting risk assessment as the primary conversion blocker
Through CJM workshops with support leads, I proved that manual Underwriting holds were the main culprit behind abandoned quotes. Three major moments of truth stemmed from automated risk holds triggered by vehicle age or claims history, halting live sales and forcing agents to seek support.
Aligning product leadership and C-level around a Sales-First strategic pivot
Product leadership initially intended to spend resources exclusively on post-sales management. During the Insight Studio workshop, I presented my research findings and proved that the primary revenue leak occurred at the initial quoting stage, convincing C-level to pivot priorities to Sales-First.
GOALS
Aligning agent needs with business outcomes
Agents
Instant quoting and tailored offer selection during a single client meeting without context switching.
Full discretion and control over premium and commission display in front of clients.
Self-service policy lookups, payments, and renewals without calling support.
Business
Eliminate 24% of unnecessary hotline calls and reduce operational support costs.
DESIGN PROCESS
User Flow challenges and stakeholder alignment
I began information architecture work by restructuring the core user flow. Working closely with business analysts, system architects, and legal counsel, I negotiated essential process trade-offs to compress the sales journey to its minimum required steps.
Eliminating manual address inputs at the start of the quoting process
I removed the requirement to declare whether an agreement was in-person or remote at step one. Legacy workflows forced manual entry of headquarters or agency addresses; I shifted automated address generation to the final policy issuance stage.
Decoupling GDPR compliance from detailed client data collection
I separated legal compliance from initial quoting inputs. GDPR consent now saves permanently to the client profile upon first quote, while detailed address and registration document fields were moved to the final stage, unblocking instant price estimation.
Unifying agreement finalization and payment selection
I consolidated document signing and payment options into a single closing step. Agents select between paper or remote SMS/email signing and choose between in-person cash collection or digital payment links on a single unified screen.
Testing and iterative refinement in RITE methodology
I validated design decisions through three rounds of Rapid Iterative Testing and Evaluation (RITE) with active multi-agents, leveraging interactive prototypes to identify friction points and deploy interface fixes between testing cohorts.
Adapting the discount management to technical backend constraints
My initial discount UI design proved incompatible with legacy backend architecture. Working with sales management and tech leads, I refactored the UI component to align with actual carrier discount pool logic.
Optimizing the Success Page for frictionless post-sale documentation
I designed the issuance confirmation screen to allow agents to complete post-sale tasks within the active session, enabling drag-and-drop uploads of signed applications and vehicle inspection photos for Comprehensive cover.
HAND-OFF
Components implementation and edge-case documentation
I introduced a set of components tailored for complex insurance workflows, encompassing 1-input search components, multi-state data tables, accordion form structures, package cards, and action-driven success patterns.
Documenting user journeys and edge cases for developer hand-off
I mapped and annotated all user flows with edge cases, microcopy, validation logic, and business rules, ensuring a seamless specification hand-off to client engineering teams.
OUTCOME
Accelerating quoting speed to seconds
Empowering agents with high-velocity sales tools
I reduced offer preparation time from over ten minutes to seconds via 2-field quoting, implemented client-facing commission masking, enabled self-service cash collection logging, and unlocked cross-agency policy lookups.
Eliminating root causes of unnecessary support calls
I removed the systemic drivers behind 24% of support calls (over 2,350 monthly inquiries) by surfacing policy status, payment schedules, and renewal data directly in the UI.
Restoring carrier market standing among multi-agents
I delivered a B2B platform that restored agent confidence and operational independence, positioning the carrier as a preferred choice for multi-agents nationwide.
WHAT'S NEXT
Dedicated Task Module, post-sales servicing and multi-line expansion
Follow-up phases include a dedicated Task Management Module, end-to-end post-sale policy modifications, executive management analytics, and expanding the flow architecture to property, commercial, and life insurance lines.
REFLECTION
Streamlining legacy logic and leveraging AI in risk assessment
This project demonstrated how thoughtful UX refactoring can transform rigid enterprise legacy systems into high-velocity sales tools without compromising regulatory compliance.
Today, I would explore integrating Generative AI into Underwriting workflows to automate edge-case evaluations, accelerate non-standard risk reviews, and further reduce manual holds during live sales.
LET’S TALK
Happy to walk through the decisions this write-up compresses into a paragraph each.
