ClearRate for Securian
2022
Direct Life Insurance, Flexible Options
Securian Financial Group, Inc.
ClearRate introduced a simplified and transparent approach to purchasing life insurance, allowing users to quickly secure coverage on their terms.
My roles & work led ⇢
Product Design
Led the end-to-end design process, including user research, interaction design, and visual design to create a cohesive and user-friendly platform.
Design System & UI Design
Developed a clear, intuitive design system and structured content to ensure consistency and a seamless user experience.
Testing & Iteration
Guided usability testing and refined the design based on real-world feedback to improve functionality and user satisfaction.
ClearRate was developed within Securian Financial’s Innovation Lab as part of an experimental initiative to explore direct-to-consumer life insurance. While not a new concept in the broader market, it was a significant shift for Securian, which had not previously operated in this space.
The project aimed to test how well Securian could offer an intuitive, consumer-first experience. I led the design of this platform, ensuring it was grounded in user feedback and practical usability.
No items found.
Process: Phase 1 ✺
Identifying the Problem
The life insurance market is often seen as opaque and overwhelming. Securian’s challenge was to create a platform that simplified the process, made it transparent, and allowed consumers to quickly secure coverage with minimal friction.
Our focus was on how to bring the company’s trusted reputation into a space where digital-first consumers expect speed and ease.
Understanding the Users
ClearRate targeted tech-savvy consumers seeking an easier way to purchase life insurance.
Insights from user research highlighted:
- Simplicity: Users wanted to receive an instant policy quote with minimal input.
- Transparency: Users valued understanding how their data affected their rates.
- Flexibility: The option to adjust premiums based on provided details was a key feature users found appealing.
Exploring the Solution
I conducted a thorough competitive analysis, looking at how other platforms approached life insurance.
Key competitors like LadderLife and Ethos Life had elegant solutions, but ClearRate differentiated itself by enabling users to shop by budget or coverage amount, offering a flexible experience that allowed for instant adjustments. This unique feature stood out and became central to the platform’s design.
No items found.
No items found.
Process: Phase 2 ✺✺
Creating the Solution
UI and Interaction Design:
I designed a streamlined experience where users could:
- Get an instant quote with just a few simple inputs.
- Refine premiums by providing more details, with real-time updates as they answered questions.
- Control their experience by choosing to shop by either budget or coverage amount.
Design System Development:
I built a modern, scalable design system to support ClearRate, ensuring it was:
- Visually consistent across desktop and mobile platforms.
- Responsive to user needs, with clear typography and intuitive components.
Copywriting Collaboration:
Usability testing revealed that the platform’s tone and language significantly influenced user trust and satisfaction. After uncovering this insight, I partnered with a talented copywriter (Hi Heather) to refine the messaging, ensuring it was empathetic, clear, and aligned with the user experience. This collaboration was a crucial element in making the platform approachable and transparent.
Collaboration and Rollout
I worked closely with developers to ensure that the designs were implemented correctly and scaled for future growth. I also documented reusable components and interaction patterns to support the team as the platform evolved.
Testing and Iteration
Conducted multiple rounds of usability testing, refining both design and copy based on user feedback.
A key finding was that users felt more confident answering additional questions to adjust their premiums when the copy clearly explained how their data impacted rates. This insight directly informed the final iteration of the platform.
Outcomes
Clear, Transparent Experience:
Users could easily obtain a policy quote and adjust their premiums, making the process simple and straightforward.
High User Satisfaction:
Nearly 100% of users preferred shopping by budget over coverage amount, appreciating the flexibility and control.
Scalable System:
A reusable design system laid the groundwork for future direct-to-consumer initiatives within Securian.
Reflections and Key Takeaways ☻
ClearRate was an exciting opportunity to bring user-centered design to a traditionally complex industry.
It underscored the importance of adapting design based on feedback, as demonstrated through our collaboration with a copywriter to refine messaging and improve clarity. This project also reinforced how powerful a simple, intuitive user experience can be in transforming consumer trust and behavior in the financial services space.
No items found.
Appreciate you reading this Case Study. Reach out anytime to discuss, connect or learn more.
