B2C Insurance App — From Discovery to Product

Overview

I owned the product design of a B2C insurance mobile app for one of Southeast Europe’s largest insurance groups, covering policy management, claims and key insurance services.

Discovery Workshops

I facilitated discovery workshops with client stakeholders to define requirements, align priorities, and shape the product scope.

We explored the internal goals and priorities of people from different departments, conducted expert interviews, and mapped the key customer journeys to identify friction points and opportunities.

During discovery workshops, we identified three key challenges customers face:

• Difficulties accessing insurance information — customers find it difficult to quickly access, understand and manage their policies, documents and personal insurance information in one place.
• Complex processes in stressful moments — reporting a claim involves too many complex steps and lacks clear guidance when customers need help most.
• Fragmented communication — customers struggle to keep track of insurance-related communication and updates across multiple channels.

Solution

01Task-oriented home

A dashboard built around what customers need to do next — checking policies, tracking claims, getting assistance, and clearing outstanding tasks, all in one place.

02Simpler information architecture

Restructured policies, coverages, payments and documents around how customers actually think, while keeping everything aligned with the underlying internal systems.

03Streamlined claims

Rebuilt the claims journey around progressive disclosure — fewer steps and clearer guidance at every stage than the previous web flow, right when customers need it most.

04Product + technical architecture

Mapped customer journeys against the existing API and backend ecosystem, surfacing the technical constraints and requirements that shaped both the product scope and the final experience.