Users often struggled to understand what insurance protection they already had, which affected their decisions when buying more coverage or filing claims. Norte solves this through Coverage Intelligence, giving users a clear view of their existing protection. I joined as the product designer to overhaul the experience and interface, and redesign the user flow to drive clearer decision-making, increase sign-ups, and improve conversions.

Norte’s website was not effectively converting visitors into leads or sign-ups. The value proposition was excellent, but the presentation caused friction for potential users and visitors, resulting in high drop-off and low conversions.

The interface lacked a clear visual hierarchy and consistent design patterns, making it harder for users to scan content and understand key actions. Inconsistent spacing, typography, and component usage reduced usability and weakened trust in the product.

In partnering with the founder, we identified that the primary challenge was visitors struggling to understand Norte’s value proposition.

Because Norte’s solution centers around credit cards, many users assumed they would need to provide card or personal details, which created friction and hesitation. We addressed this by clearly communicating that no credit card details were required. We also improved the overall experience by refining the call-to-action hierarchy and rewriting key sections of the website copy to better guide users and reduce drop-off.

I redesigned the landing page and dashboard to address key friction points. By improving the user flow and creating a welcoming interface, we aimed to make the product more engaging, and likely to encourage users to return.

The leads and conversion rate increased.

Norte went from 0 visitors in weeks, to over 40 new users in a couple of days after releasing the new update, and 100+ users have been recorded since the official launch.