My Work

Strategic Design; Vision to Implementation

As Ethos, a direct-to-consumer life insurance company, started on a path towards IPO, it became important to understand how the product could evolve in ~2 years. This project looks at how my vision for end-to-end life insurance product aligned stakeholders, affording the product team to rely less on last minute ideas and focus more on long term identity. As a result, I was able to directly impact and execute-on four key areas across the user experience.

Needs Based Coverage Selection

Despite great sunk cost, users will drop off if they are unable to comprehend how their inputs produce the given result. Therefore, to help a life insurance business succeed, the user needs to understand how much coverage they need and what trade-offs reducing coverage may be creating. This project reviews the evolution of the design iteration to help users build confidence in their resulting life insurance recommendation.

Insurance Integration

As the major pharmacy price aggregator for medications, GoodRx is rapidly expanding into the broader healthcare space. One area of focus has been integrating insurance as a way to provide greater transparency across pricing options in order to build trust with users. This piece will highlight the process utilized and rollout plan identified in order to add insurance into GoodRx’s price comparison for users researching their prescriptions, giving them a holistic view of all their payment options.

Account Redesign

Ladder is made up of three major components; the sell, the task, and the relationship. The problem is that we have spent all of our time working on how we can sell our users and how to help them complete the task, but we have let the ongoing relationship fall to the wayside. This piece focuses on why and how I updated the account experience, which leads to a more clear and scalable solution, bringing the relationship up to speed.

Ladder Rebrand

Over the last three years, Ladder has focused on a brand filled with delight. Everything from the layout to the tone was centered around making life insurance more approachable. As the system became more complex, and we learned from each new user interaction, we decided that it was time to enhance our brand identity, therefore implementing a more profound user experience.

Spouse Connections

When people start thinking about purchasing life insurance, it tends to be in the context of buying a house, having a child, or starting a business. That’s because life insurance is about protecting the people who depend on you, which usually starts with a spouse or significant other. Since these couples are having the life insurance conversation together, it makes sense to facilitate this process in our user experience by getting both spouses covered.

Socially Integrated

We have certain expectations when signing up for an account online. We expect it to be seamless, we expect it to be frictionless, and we expect to never worry about remembering a password. eBay has begun to meet these expectations, which has given me the opportunity to completely redesign the registration experience with social sign up.

Buy It Now

It is an online shopper's first interactions that can create a loyal member or a one-and-done buyer. The strategy is to make users want to create an account, increasing retention and lifetime conversion. So I have re-designed the buyer registration touch-point to get the user to their purchase first.

Looking For Lunch

When a small company rapidly grows, it can lose its sense of family and community that made it special. So we developed Looking For Lunch to have co-workers, from different parts of an organization, get to know each other, in order to make a big company feel more familiar.