Responsive Web Design

Bound Insurance

Reimagining Insurance quoting, purchasing, and management.

A screenshot of web page

Bound Insurance


The Company

Bound is an insurance company that has been in business for 30+ years, selling 100’s of types of standalone and bundled insurance for individuals, such as: property, motor, liability, marine, aviation, life, health and protection.

The Objective

This project focused on designing a responsive, e-commerce website for Bound Insurance, that allows customers to derive a quote, purchase insurance, and manage claims/payments on the same platform.

My Role as Product Designer


User Research, Market Research and Competitor Analysis, Persona, Journey Mapping, User Stories, User Flows, Wireframing, Prototyping, Usability Testing, Branding, UI Design


4 weeks


Figma, Maze Prototyping, Illustrator


Individual, Academic Project

** Bound Insurance is a fictional company & this project was completed as part of Designlab's UX Academy program.



Where are they now?

To-date, Bound has been selling insurance through regional agents instead of a direct-to-consumer model.

Where are they going?

Bound wants to pivot and create an e-commerce website that allows them to sell insurance online, directly to consumers.

Buying insurance is confusing.

Bound wants to pivot and create an e-commerce website that allows them to sell insurance online, directly to consumers.

1. Inability to scale customer offering.
Selling insurance policies through regional agents not only drives up costs, but more importantly, doesn’t provide an efficient solution for users to leverage when purchasing insurance for their unique needs.

2. Lack of effective & intuitive information architecture.
Displaying hundreds of types of insurance to users in an intuitive way (from bundled to standalone, and individual to business), is no easy feat. The purchase journey becomes incredibly strenuous and time consuming, since users ‘don’t know what they don’t know’ in an already complicated, nuanced industry.

3. Out of touch branding.
Users in a younger demographic are often not reached at all, due to a lack of an online presence and updated branding that entices these users to use their platform.



With our general problem statement defined, it was clear that in order to create a user-centric website, we needed to understand more about the insurance industry, the current market, and what consumers’ needs and pain points are when purchasing insurance.

Competitive Analysis

A scan of the competitive insurance landscape underlined several key product features that enhanced and simplified users’ experiences when purchasing insurance policies.

Most direct competitors focused on:

  • Ensuring users could easily identify the products they were looking for
  • Offering a streamlined quote estimation walkthrough entirely online
  • Enabling users to estimate and browse options at their own pace

What set competitors apart was their ability to incorporate ‘reassurances’ for the user such as multiple customer support options and insurance 101 documents.



To build on our understanding of what Bound’s particular user needs are, I then interviewed 4 users in 45-minute virtual interviews, with the intention of understanding the following:

  • What do consumers find frustrating about existing insurance companies’ offerings on the market?
  • Why and how do people typically look for insurance?
  • What are users’ considerations and value frameworks when making a purchasing decision?
  • What would help simplify and accelerate the insurance buying process for consumers?
  • How does insurance impact someone’s daily life or life long-term?

What I discovered from interviewing users was the following:

What then became important, was to highlight key behavioral and thought patterns amongst our interview participants, to inform the direction of our product development. To do so, I created an empathy map to create this cohesive view of our users and what motivates them.



Ultimately, this helped distill our understanding and define what a target user persona looks like.

From here, Bound Insurance’s first version of a website became more clear. An insurance experience that virtually walked users through a simplified, question-prompted quote process that prioritizes transparency and flexibility for users.

The Purchasing


Having established our direction and user needs, I outlined what a user’s journey would entail. This raised questions around what an ideal interaction would be for the user to quickly calculate their insurance quote and evaluate their options before purchasing.

  • How will a user discover the insurance products they want to purchase?
  • In what ways will we build redundancy and awareness of the products?
  • What are all the entry points for the user to begin the quote process?
  • How will we present customization options to users at the end of the quote discovery process?
  • What ways will we enable users to receive help and ask questions if needed?

User Flow & Information Architecture

I developed a core user flow that mapped how a user will interact with entry, key decision, and exit points throughout the process of purchasing insurance.

To understand how this would translate to a functional product, I began ideating what information and pages users would need in order to complete their insurance journeys. I conducted a remote, open card sorting exercise to test my assumptions around how users’ mental models categorized and organized potential information they would see on Bound’s website.

The 5 main categories of information that became clear users recognized were:
homepage, my account, insurance products, simple quote calculator, and checkout process.  



Beginning with sketches and then wireframes, I was able to create mockups of what the homepage, quote process, and checkout flow might look like.  



Bound Insurance’s branding was then re-designed to set an inviting and optimistic tone, while maintaining a sense of professionalism.

Orange hues, blue accents, and modern typography create a warm and energetic feel for users that empowers them while they are making difficult insurance decisions. 

Illustrations and a logo redesign featuring a leaping bunny are meant to introduce the whimsical breath of fresh air that the insurance product needs, in order to feel enticing for users. 

Putting the Pieces Together


Once the UI design was completed, I created the first iteration of high fidelity screens required for users to complete the core task flow of calculating and purchasing an insurance quote.

Putting the
Design to the


Next, I conducted usability testing with 4 participants in order to identify and prioritize changes to the designs. The test objectives were:

  • Identify pain points users face when completing main task flow
  • Gather overall impressions of the different pages
  • Understand if website functionalities are used differently than originally intended

Feedback from users prompted 2 main categories of revisions: 1) revisions to the homepage and 2) revisions to the quote customization page presented to customers.

Introducing Bound Insurance


Inviting Homepage

The homepage design allows users to:
- Filter and select relevant insurance options for them 
- Select standalone or bundled insurance 
- Review key features and value prop for Bound Insurance.

Efficient Quoting

The quote calculation process is swift, delightful, and easy for users to navigate. It prompts users with questions to alleviate the stress and confusion related to complicated insurance questions required as part of the quote process, as that is the part of the user journey filled with the most friction. 

Hassle-Free Checkout

This checkout flow allows users to review their package options and add customizations as well. 

Rose, Bud, Thorn


Bound Insurance was a great introduction to the product design process, as I was involved in each step of the design process from conception to high fidelity design.

🌹 01. Rose - Wins and Learnings

Creating more pages in a design isn't necessarily a bad thing. Often times, what the user needs is actually simplicity and clarity, especially when it comes to complex products like insurance. Creating one page per step, made the process more focused and faster.

🌱 02. Bud - Future Opportunities

Despite Bound Insurance being a fictional company, I see a lot of opportunity for expansion on this design including: animated interactions and creating an insurance / claims management platform.

🌵 03. Thorn - Challenges

In this design project, I designed with a focus on ensuring all user needs were met. In reality, I know that I would be balancing business needs and the bottom line as well. Because it was such a complex product offering, I found it difficult to hypothesize how I would balance business and user goals. This highlighted the importance of constant iteration with stakeholders.

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