Underwriting Reinvented

Insurance underwriting tools reinvented to improve cost benefit ratios.

Project Overview

EMC Insurance

Remote

I partnered with EMC Insurance to modernize their underwriting platform, transforming a fragmented process into a scalable SaaS solution. The redesign aligned underwriting workflows with measurable business goals — reducing time to quote, lowering rejection risk, and unlocking revenue opportunities.

Project Tools

Figma

Sketch

Miro

Lucid Chart

Project Skills

Journey mapping

User Research

Opportunity definition

Prototyping

JTBD frameworks

Project Team

Lead Designer

Lead Designer

Product Owner

Problem Statement

EMC Insurance relied on outdated, manual workflows that slowed underwriting, created inconsistent risk assessments, and limited growth.

Without a streamlined digital platform, underwriters struggled with efficiency, decision-making was inconsistent, and the business risked losing competitiveness in a fast-changing insurance market.

Challenges, Opportunities & Goals

Challenge: Legacy processes and fragmented tools created inefficiencies, slowing underwriting and reducing accuracy in risk evaluation.

Opportunity: A modern digital platform could automate repetitive tasks, improve risk modeling, and unlock measurable productivity gains.

Goal: Deliver a scalable solution that empowers underwriters with faster, data-driven workflows while reducing operational costs and business risk.

Design Research & Planning

Underwriter Research

Live responses revealed fragmented workflows and inconsistent planning habits, giving us early signals on where to simplify and unify.

  • Structured into four sections: About You, Planning Flows, Friction, and Opportunity.
  • Questions surfaced pain points and unmet needs across journey planning.
  • Provided the foundation for dataset export, synthesis, and persona development.

I led a lean research sprint combining real creator interviews with synthetic responses, surfacing pain points in planning and monetization. This grounded the concept in actual creator needs before moving into design.

Inventory

Early wireframes translated insights into tangible flows, letting stakeholders experience the product before development.

This step de-risked investment decisions and helped validate where AI assistance created the most value.

  • Enabled real stakeholder walkthroughs of end-to-end flows.
  • Revealed usability gaps and points of confusion early.
  • Highlighted high-value AI touchpoints for prioritization.
  • Accelerated consensus across design, product, and engineering.

Design Execution

Wireframes

Final high-fidelity screens showcased polished interactions and brand-aligned design.

These prototypes communicated the finished vision to leadership and served as a blueprint for handoff to engineering.

  • Demonstrated complete, branded flows ready for production.
  • Communicated system behavior clearly through interaction details.
  • Built confidence with executives and potential investors.
  • Served as an authoritative reference for engineering delivery.

    With alignment secured, I transitioned insights into actionable flows and prototypes—embedding AI copilots where they added the most business value and validating usability early to accelerate adoption.

    Final Screens

    Final high-fidelity screens showcased polished interactions and brand-aligned design.

    These prototypes communicated the finished vision to leadership and served as a blueprint for handoff to engineering.

    • Demonstrated complete, branded flows ready for production.
    • Communicated system behavior clearly through interaction details.
    • Built confidence with executives and potential investors.
    • Served as an authoritative reference for engineering delivery.

      Prototype

      Successful Outcomes

      The Neux case study demonstrated how hybrid research and rapid prototyping can validate a new product direction before an MVP is built.

      By combining real creator interviews with synthetic responses, I was able to quickly uncover pain points, map opportunities, and test solutions through iterative design.

      80%

      Onboarding < 15 minutes average

      70%

      Launched campaigns within 24 hours

      60%

      30 day retention rates by industry avage

      Delivered a functional MVP in time for SXSW, enabling Rocket Lawyer to showcase mobile capabilities under deadline.

      Provided engineers and PMs with clear flows that accelerated alignment and development.

      Established design patterns that remain visible in the current Rocket Lawyer app.

      Key Takeaways & Lessons Learned

      Building for creators meant balancing usability with tangible growth levers that directly impact revenue.

      Research with creators showed that clarity and speed of setup drive adoption.

      AI co-pilot flows increased perceived business value, not just user convenience.

      Positioning design outcomes in terms of revenue opportunities aligned teams fast.

      Project Assets

      A curated set of project artifacts for reference — from research studies to prototypes — providing visibility into the process and deliverables behind the final outcome.

      Copyright 2025 Kevin Keiper