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01Case studyUI Design Completed, In Development
Etiqa
Simplifying a complex commercial insurance quotation and policy issuance journey for Etiqa insurance agents.
Clarity through every step.
I designed the complete quotation experience, from the first quotation step through to policy issuance, working with Business Analysts and Product Owners on the requirements and user stories.
The quotation covers an existing Etiqa commercial insurance product sold through agents. This case study covers the new digital quotation experience I designed for it.
02The Challenge
The product was already established. Agents used an older website to prepare its quotations, and that legacy quotation experience made forms, benefits and premium information hard to work through.
The project was a chance to rethink the digital experience without changing the underlying product.
The quotation involved substantial information entry and complex forms.
Premium and benefit information was hard for agents to understand and interpret.
The journey had too many steps without focused task grouping.
The structure made the process harder to follow.
The legacy interface didn’t follow the established Etiqa Design System.
Design question“How might we simplify the quotation experience so insurance agents can configure coverage, understand premium calculations, and complete the purchase journey more confidently?”
Qualitative usability problems. No error, abandonment, conversion, timing or satisfaction figures are claimed.
03My UX Approach
The business requirements and product rules were defined by the business teams. I worked with Business Analysts and Product Owners while the requirements and user stories were collected and refined.
My role was to review them from a UX perspective, identify usability issues and recommend improvements, then reorganise the quotation process so each stage had a clear purpose.
Group related inputs into focused stages.
04Quotation Journey
I reorganised the quotation into a six-step quotation journey, so each step has one clear purpose. After the last step the agent submits the quotation.
Step 01 / 06
05Employee Categorisation
An important information architecture decision: the agent identifies the employee categories first, before selecting insurance plans and benefits. Coverage is then configured for each category.
The categorisation stage includes
Design considerations
| Designation or grade | Employees | Remove |
|---|---|---|
| Administration | ||
| Operations | ||
| Supervisors | ||
| Total employees |
07Quotation to Issuance
I also designed the policy issuance journey. Creating a quotation and issuing a policy are distinct milestones: once a quotation is created, it can be accessed and shared through the application’s actions.
Following customer confirmation, the agent can accept on behalf of the customer and continue to additional information and screening. Payment is available after the required screening is passed, and then the policy is issued.
Creating a quotation · 01 / 04
Simplified, conceptual journey with fictional data. Screening rules, outcomes when screening isn’t passed and payment integrations aren’t shown.
08Design System
The legacy experience didn’t consistently follow the Etiqa Design System. I designed the new interface using the existing Etiqa Design System.
Conceptual component examples, not the Etiqa Design System’s actual specifications. I used the existing design system; I didn’t create it.
09Outcome & Reflection
UI design completed; development in progress. UAT and Design QA haven’t started, and it hasn’t launched.
I completed the end-to-end UI design for the Digital Insurance Quotation. The redesigned experience organises quotation tasks into focused stages, supports employee-based coverage configuration, and presents premium information through a clearer interface.
The design also covers the policy issuance journey that follows, so agents can proceed after customer confirmation and the required screening.
Confirmed deliverables
Six focused stages designed.
A dedicated employee grouping experience.
Structured coverage selection by category.
A clearer hierarchy for calculated amounts.
Calculate and Submit states reflect the quotation’s calculation status.
The agent issuance journey that follows the quotation.
The existing Etiqa Design System applied throughout.
Design completed and handed into development.
No conversion, completion-rate, processing-time, satisfaction, error-rate or revenue figures: the product is still in development.
Reflection
This project strengthened my ability to translate complex business requirements into understandable user experiences.
Collaborating with BA and PO and reviewing the legacy quotation flow let me reorganise the journey around focused user tasks. One of the most important challenges was presenting complex insurance benefits and calculations clearly, without changing the underlying underwriting rules.