Policy experience - Making insurance understandable, actionable, and useful
Type of project
A real-world project, delivered as part of The Floow’s core B2C and white-label mobile app platforms for global insurance partners.
Company & product overview
The Floow provides smartphone-based telematics apps that help drivers improve safety, track driving behaviour, and manage insurance policies. These apps are branded and configured for insurers across the UK, US, and EMEA.
Skills & area of focus
UX/UI design, mobile product design, responsive interfaces, data structuring, contextual user experience, user research, content strategy, localisation, stakeholder engagement.
Project problem or purpose
Policy information was buried, inconsistent across app versions, and often hard for users to interpret. As a result, users struggled to find key details, update coverage, or understand their benefits. We needed to redesign the policy experience to be clearer, more intuitive, and more supportive of self-service use cases.
Roles, responsibilities, & team
As Head of Product Design, I owned the strategy and vision for the new experience. I collaborated with a product manager, two designers, and mobile engineers. We worked with legal and compliance teams to handle regional differences in policy presentation, and included customer service insights to surface common pain points.
Timeline, scope, constraints
This was a 14-week cross-functional initiative tied to major client app releases. Policy data structures varied by insurer and region, which introduced complexity. We also needed to support variable language use, live coverage states, and legal disclaimers, all without creating visual noise or user confusion.
Process & what I did
We conducted usability research to understand how users looked for, understood, and interpreted policy details. I led the design of a modular interface that surfaced high-value information first (e.g., coverage type, renewal dates, roadside access), with expandable views for deeper detail. We worked on content clarity, iconography, and UI states for expired or pending policies. Throughout, I ensured scalability across multiple insurance brands without duplicating effort. We also added contextual help and deep links to insurer portals when action was required.
Outcomes, results, & lessons
The redesign led to a 40% decrease in policy-related support queries and improved user satisfaction, as measured by post-update feedback. We also saw improved adoption of self-service features within partner insurer ecosystems. The key learning: users engage more confidently with their insurance when it's explained in plain language and surfaced at the right time. Design clarity builds empowerment, and retention.
