At RightIndem, I led the design direction for a suite of First Notification of Loss (FNOL) products used by major insurers across home, motor, and marine. The goal was to deliver an end-to-end reporting and claims-handling solution that worked seamlessly for both claimants and claim handlers, across multiple channels, brands, and markets.
I led a team of designers, setting the design strategy, defining the design principles, and managing their day-to-day direction. Alongside this, I handled performance appraisals and set monthly and yearly objectives to keep the team aligned and progressing. Following a round of company redundancies, I became the sole lead designer—responsible for all product direction, every design output, and the overall user experience across the entire FNOL ecosystem.
We were tasked with creating an omni-channel, white-label, device-agnostic FNOL product that allowed users to report a loss with minimal friction. It needed to work across multiple industries and multiple business models, and support an equally robust claim handler product with very different user needs.
I worked closely with the Product Owner and CTO to define the overall vision. To understand the complexity of the space, I met regularly with large insurer carriers—including Aviva and Admiral—to learn their business priorities, user expectations, tone of voice, and brand identity.
Workshops were central to the process and I facilitated numerous sessions both onsite and remotely, and often travelled to the Netherlands to run in-person workshops. These sessions included rapid prototyping, sketching, and live iteration to help stakeholders visualise their needs and quickly align on viable solutions.
In parallel, I needed to design an architecture that could support multiple entry points: an embedded iFrame experience, a pop-up chat-style UI, and a standalone hosted version. Each pathway required different flows, configurations, and branding considerations while still maintaining a cohesive product foundation.
I introduced a Lean UX approach to capture user needs quickly and validate assumptions early. For the claimant-facing experience - built as a conversational UI - I created comprehensive tone-of-voice and conversational guidelines to ensure the product felt consistent across industries and brands.
Branding was a key challenge for a white-label solution. I developed a flexible branding system that allowed clients to apply their tone of voice, colour palette, accessibility requirements, and identity—while ensuring the core product always met WCAG 2.1 AA accessibility standards.
To support delivery at scale, I created a full Storybook library that gave developers a single source of truth and kept parity between Sketch and the live production environment. This became the backbone of consistent delivery across multiple teams and clients.
I also led the design of the claim handler product, which required a completely different interaction model. Unlike the conversational claimant experience, handlers needed dense information, fast scanning, triaging capabilities, and full oversight of claim progression. I worked closely with carriers to understand their workflows, tooling, regulatory requirements, and user pain points to design an interface optimised for their day-to-day operations.
The final output was a highly successful, coherent suite of FNOL products that became recognised as industry-leading. The platform won multiple awards, including The Insurance Times Award for Best Use of Technology and Best User Experience for several consecutive years.
The suite not only strengthened relationships with major insurers but also demonstrated how a unified design approach - driven by strong leadership, stakeholder alignment, and a flexible component framework - could deliver real value across a complex, highly regulated industry.