Applying a New Visual System & Enhancing the User Experience

Lead UX/UI Designer | 12 Months | New UI system & 3.5% in 3.5% in enrollment increase expected

Overview

As the Lead UX Designer, I spearheaded a 12-month initiative to transform the web application by using the new corporate visual system. It is also a great opportunity to unify a fragmented user experience and streamline code to increase development velocity.

Impact

• 🎯 3.5% in enrollment increase expected
• 📉 32% boost in development velocity expected
• 📄 Migrated content to CMS(AEM) to reduce technology team dependency
• ♿ Achieved WCAG 2.1 AA compliance

Project Details

• Client: Healthy Paws Pet Insurance a Chubb Company
• Platform: Web
• Role: Lead UX Designer (End-to-End)
• Duration: 12 Months
• Tools: Figma, Hotjar, and Google Analytics

My Role

I led the project end-to-end, from problem validation through experimentation and measurement.

Responsibilities

• Analyzed behavioral drop-offs using Google Analytics and Salesforce
• Identified friction points within the main site navigation and enrollment process
• Designed interactive prototypes in Figma
• Synthesized insights into actionable UX principles used across the dashboard

The Challenge: The “Clarity Gap”

Although the new visual system looks more premium, the digital front door appears unorganized and overly assertive.

Key Friction Points:

• Premature Commitment: Users were prompted to "enroll" before they understood the product's value.
• Fragmented Systems: Too many design blocks have been spread across the presentation layer.
• Information Overload: Due to SEO considerations, the main navigation contains too many items, creating visual complexity.

"It felt like being asked to sign up for a marathon before even seeing the website." — A user quote that served as our guiding insight.

Goals & Success Metrics

Research & Discovery

Mixed-methods audit included:

• Heatmaps: 65% of users stopped scrolling at 25% of the page.
• Usability Testing (5 participants x 20 studies): The 80% of participants exited after quickly getting the quote amount.
• GA (Google Analytics): 53% of users exited after multiple page visits without creating leads.

Strategy: Designing for “Decision Readiness”

1. Reconstructing Information Architecture

• Applied a mega menu to the main navigation to increase the speed of navigation.
• Consolidated the 6-item main menu into 4 intuitive categories and removed the low-SEO value pages.
• Reduced cognitive load and only presented “Sign Up” when the user was primed.
• Created clear visual momentum and prioritized high-value information to increase the page scroll and content consumption.

2. Systematic Visual Hierarchy

• We built a clear visual language, not just colors.
• Typography: Established heading scale for better scannability.
• Intentional Friction: De-emphasized CTAs in the discovery phase to build trust.
• Accessibility: Achieved WCAG 2.1 AA compliance, meaning the interface met international web accessibility standards for contrast, text size, and navigation for users with disabilities.

3. Component-Driven Scalability

• Built a modular Figma library: buttons, forms, and cards standardized.
• We eliminated one-offs and ensured consistency across screen sizes.

Iteration & Validation: Data-Backed Decisions

A/B Test:

• Version A: Brand-heavy, conversion-focused.
• Version B: Content-first, with a hierarchical layout.

Result: Version B increased task success by 27%. Users commented, "Information was presented in the right place at the right time."

Final Impact

• Task Success Rate: +8.2% (critical info found faster)
• Exit Rate: –12.3% (higher engagement on educational pages)
• Engineering Productivity: +30% (standardized components cut QA and dev time).
• Enrollment Conversion: Increased, with fewer support contacts required

Reflection

• Strong UX often means delaying the ask to build user confidence.
• Turning rigid brand systems into user-centered solutions drives results.

I am proud to have delivered a digital product that balances UX clarity, brand consistency, and engineering efficiency.

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