Aligning Workflows with Brokers’ Mental Models

My role: UX Researcher, Design Strategy, Product Designer

Tools: Figma, Notion, Miro, Adobe CC

This startup supports health insurance agents in the United States by simplifying how they communicate insurance information to their clients. The platform offers brokers and agencies a comprehensive view of the small group health insurance landscape, enabling informed decision-making. The platform itself contains an interactive dashboard that allows brokers to manage their employer clients, employee data, and health insurance plan data.

Problem Statement Admin-level Insurance Advisors and General Agents lacked real-time data and tools to manage users, employer groups, and broker activity, creating inefficiencies that hindered sales and operations. Large GAs, structured with admins, agents, and assistants working under one agency, needed a unified product that catered to the distinct priorities of each role. Role-based access was essential to ensure users could focus on their responsibilities while maintaining a streamlined and cohesive system.

Why It Mattered Streamlining the workflow process was crucial to:

Reduce Time on Data Entry: Allow brokers to focus on delivering value to their clients instead of struggling with the interface.

Improve Workflow Alignment: Ensure the platform supports brokers’ mental models, reducing frustration and errors.

Minimize Human Error: Simplify processes to reduce multitasking and increase data accuracy.

Enhance User Experience: Provide a smoother, more intuitive system that drives retention and reduces churn.