Simplified solutions
Traditionally, applying for life insurance has been a lengthy and complex process. Applicants often face long forms, require assistance from an agent, and must complete medical exams or blood tests. These hurdles create friction, leading to drop-offs and discouraging direct-to-consumer sales. Our goal, was to simplify that process.
Client
Prudential Life insurance
Services
Web designs
Webflow development
Summary
Mission
Simplify the life insurance application process—making it fully digital, fast, and accessible without requiring medical exams or an agent’s help.
My contribution
As the lead UX designer, I worked with two junior designers to craft a seamless, user-friendly application flow.
Impact
By rethinking eligibility criteria and leveraging third-party data sources—such as driver’s license information—we eliminated the need for medical exams while maintaining underwriting accuracy.
Life insurance made effortless
The result was an intuitive, end-to-end application process that customers could complete in minutes instead of hours.
This project, which took six months to complete, is now live and represents a major step forward in making life insurance more accessible to a broader audience.