Role
Lead Product Designer
Type
Figma, Wix, Responsive Design, Information Architecture
Duration
5 Weeks
Team
Solo
Cavalry Insurance Services: Architecting a B2B Architecture
Most local brokerages rely on personal relationships, but their digital presence often creates friction rather than trust. For this internship, I was tasked with a complete digital transformation. I moved the company from a non-functioning, single-page site to a strategically tiered multi-page platform designed to drive trust and reliability.
The Challenge
Breaking the digital bottleneck: "digital dead-end." The single-page website lacked core service details, team expertise, and location data, creating a significant barrier to trust and lead generation.
CEO Ask: His core focus was to compile all the application forms onto the website and update accordingly to industry standards
High-Friction for Retail Brokers (End-Users)
Service offerings were invisible
Broken website links
No clear CTA
No credibility
The Solution
A functional, multipage B2B ecosystem prioritizing consistency, trust, and adapting to retail broker and underwriter workflows
The Impact
Shipped and launched new website using Wix platforms and provided a 20 page design handbook for handoff
Core Impact:
Centralized Application Hub: Reduced friction & multi-email exchanges, created a convenient one-stop shop link
Highlighting Company Services
Authored and organized "Most Popular Packages" providing a starting point for customers
Trust & Authority
"Meet the Team" Page with underwriters' expertise,
Partners Carousel
Finding the Scope
Unlike academic projects with predefined constraints, this project required translating fragmented needs to a clear design purpose
As sole designer, I had to define the clear scope and challenge where I looked to three key areas:
Market Alignment
Competitor Analysis
B2C Insurance websites
Heuristic Evaluation
Audited website for critical friction points & dead ends
Lacked CTAs
Stakeholder Vision
Interviewed employees and underwriters
Clarified stakeholder vision
Using primary and secondary research, I was able to gather insights to develop the core pages.
Site Map
Architecting the new site map to cover all necessary content pages
Original Site Map
Meet Us Page originally had a linked dedicated team page but was removed due to redundancy
Home had customer review section, but was removed due to repetitiveness with testimonies
Kept things relatively simplified for ease of navigation
Final Site Map
Development of Site Map
Design System
Creating a basic design system to emphasize visual efficiency
Professional palette of tonal blues to establish institutional trust, utilizing a high-contrast accent color reserved exclusively for primary Calls-to-Action.
This intentional color theory ensures that critical path actions—like accessing an application—remain visually prominent amidst dense product information.
Adapting to Wix: Designing for Longevity
Using Wix ensured that the staff—who lack technical web backgrounds—could update insurance packages and application forms in real-time.
Determining most vital Donor Data
With three rounds of user testing, we iterated and displayed most vital information based on feedback to prioritize the most valuable information.
Custom drag and drop template for different application sections
Easily editable and flexible for new offerings or changes
Reduce needed maintenance
22 Page Handbook Documentation
Jumpable links to different sections on how to edit specific elements
Design Choices
Moving from an anonymous entity to a trusted advisor
In my secondary research, lacking information and clear explanation of products damaged the brand's credibility. A lot of websites also had meet the team pages to put a face on the brand.
Trusted Partner Carousel
Establish credibility at the forefront with many recognizable insurance names.
Meet the Team page
Clients eventually come in-person, but this provides good initial impressions and general qualifications further building credibility
Customer Testimonials
Original paired with customer reviews, but testimonials were prioritized to demonstrate reliable anecdotal evidence