Service design for the non-medical employee benefits space.
Illustrator, Photoshop, InVision
WatchTower is a SaaS technology start-up that seeks to modernize the Request for Proposal (RFP) process, specifically within the non-medical employee benefits space. “Centered on proprietary document extraction technology, [WatchTower's] system captures the relevant information from insurance policy and proposal documents, allowing for an accurate, detailed plan analysis.”
Through an engagement with DESIGNATION, UX and UI were completed by small teams in two 2.5 week design sprints across overlapping cohorts. Building on a new UX foundation, my project team was tasked with UI, refining the look of WatchTower’s proprietary client-facing technology.
Our team began a short period of research into the insurance brokerage space. To gain an understanding of the insurance domain (and service design in general), we looked at various insurance broker and health insurance platforms: Insly, Benefits Age, Cigna, Xuber, Lemme, The Hartford, and Progressive, examining each for content, voice, and design.
Across the platforms we analyzed, clarity of and accessibility to information was an important commonality. Design and style followed suit, always in a trustworthy mode, defined by predominantly blue and blue-green color palettes (signifying trustworthiness and reliability) with the occasional orange (often representing vitality and health).
Design Exploration & Style Tiles
Upon completing the research phase, we were tasked with individually developing three distinctly different style tiles. Since the design was of specific functionality of the WatchTower platform, we all utilized various platform components and styled them appropriately.
My tiles varied in feel from user-friendly and inviting to tech-focussed, data-driven, and serious. In what is essentially styling data tables, there is a surprising and satisfying diversity in potential approaches. Bright color was a stated goal of the WatchTower team as well.
The WatchTower team was very engaged during the design process and had a very clear vision for their platform.
They offered well-considered and detailed feedback on all of our stylistic choices, so our individual directions were clear when proceeding to high fidelity screen designs.
screens & one page promotional site
In addition to high fidelity platform screens, we were also tasked with designing a single-page promotional site for WatchTower. Again the WatchTower team was very clear-eyed in their vision for the promotional site, naming several favorite sites to emulate.
Allowing blue-green to dominate the design, the site clearly communicates accessibility and ease-of-use.
In addition to a full set of high fidelity screens, we each delivered a style guide, detailing imagery, custom iconography, and typographic treatment throughout the platform.
This final deliverable serves as a useful working document for the WatchTower team as they restyle the app. Details not discernible in the page thumbnails here can be viewed in full via the downloadable PDF link below.