projects
Company
Friendsurance
Friendsurance is a German insurtech company offering digital insurance solutions and a white-label insurance manager that allows customers to manage and explore their insurance coverage across different providers.
Field
Insurtech
Insurance
Digital product
Duration
06.2026
Tools
Figma
Miro
Roles
ux/ui design
information architecture
user flow
Company
Friendsurance
Friendsurance is a German insurtech company offering digital insurance solutions and a white-label insurance manager that allows customers to manage and explore their insurance coverage across different providers.
Field
Insurtech
Insurance
Digital product
Duration
06.2026
Tools
Figma
Miro
Roles
ux/ui design
information architecture
user flow
Company
Friendsurance
Friendsurance is a German insurtech company offering digital insurance solutions and a white-label insurance manager that allows customers to manage and explore their insurance coverage across different providers.
Field
Insurtech
Insurance
Digital product
Duration
06.2026
Tools
Figma
Miro
Roles
ux/ui design
information architecture
user flow
What was the challenge?
Friendsurance’s white-label insurance manager brings multiple insurance products into a single digital experience, but the onboarding and dashboard need to balance information, guidance, and commercial opportunities without overwhelming the customer. The challenge was to rethink the experience around three goals: communicate the product’s value earlier, reduce unnecessary complexity, and guide customers towards relevant next steps through clearer information hierarchy and personalised nudges.
What was the challenge?
Friendsurance’s white-label insurance manager brings multiple insurance products into a single digital experience, but the onboarding and dashboard need to balance information, guidance, and commercial opportunities without overwhelming the customer. The challenge was to rethink the experience around three goals: communicate the product’s value earlier, reduce unnecessary complexity, and guide customers towards relevant next steps through clearer information hierarchy and personalised nudges.
What was the challenge?
Friendsurance’s white-label insurance manager brings multiple insurance products into a single digital experience, but the onboarding and dashboard need to balance information, guidance, and commercial opportunities without overwhelming the customer. The challenge was to rethink the experience around three goals: communicate the product’s value earlier, reduce unnecessary complexity, and guide customers towards relevant next steps through clearer information hierarchy and personalised nudges.
UX/UI Design
Experience Strategy
The redesign focuses on shifting the experience from a data-first onboarding process towards a more value-driven and contextual journey. Instead of asking customers to provide information before understanding the benefit, the proposed flow establishes value early, progressively builds the customer profile, and uses that context to create more relevant actions and recommendations.
UX/UI Design
Experience Strategy
The redesign focuses on shifting the experience from a data-first onboarding process towards a more value-driven and contextual journey. Instead of asking customers to provide information before understanding the benefit, the proposed flow establishes value early, progressively builds the customer profile, and uses that context to create more relevant actions and recommendations.
UX/UI Design
Experience Strategy
The redesign focuses on shifting the experience from a data-first onboarding process towards a more value-driven and contextual journey. Instead of asking customers to provide information before understanding the benefit, the proposed flow establishes value early, progressively builds the customer profile, and uses that context to create more relevant actions and recommendations.
High Fidelity Screens
01 _ Value & account
02 _ Personal details
03 _ Life Situation
04 _ Existing insurance
01 _ Value & account
02 _ Personal details
03 _ Life Situation
04 _ Existing insurance
Dashboard
The dashboard was rethought as a starting point for action rather than simply an overview of existing insurance coverage. A clearer primary action, visible progress, and personalised recommendations help establish hierarchy and guide customers towards relevant next steps while maintaining an overview of their policies.
Original onboarding flow
Trusted
platform
Personal
Details
Existing
insurance
Life
Situation
Account
Dashboard
Trusted platform
Personal Details
Existing insurance
Life Situation
Account
Dashboard
Proposed onboarding flow
The flow was reorganised to communicate value from the beggining and establish the customer's context before presenting recommendations. The goal was not simply to reduce the number of steps, but to make each step feel purposeful.
Trusted
platform
Personal
Details
Existing
insurance
Life
Situation
Account
Dashboard
Trusted platform
Personal Details
Existing insurance
Life Situation
Value & Account
Dashboard
Wireframes
Onboarding
Dashboard
Original experience
It's a Wrap!
Takeaways
This project reinforced the importance of designing onboarding around the value customers receive, rather than the information a product needs from them. In an insurance context, where relevance and trust are particularly important, the sequence of questions can be as meaningful as the interface itself. Moving from a data-first flow towards a more contextual experience creates opportunities to make recommendations feel more relevant while reducing cognitive load. The project also highlighted the importance of treating commercial nudges as part of the UX — not as separate sales mechanisms — so that the next best action feels useful to the customer as well as valuable to the business.
Note: The evaluation was based on heuristic analysis, UX best practices, and the objectives defined in the brief. No internal user research or analytics were available.
It's a Wrap!
Takeaways
This project reinforced the importance of designing onboarding around the value customers receive, rather than the information a product needs from them. In an insurance context, where relevance and trust are particularly important, the sequence of questions can be as meaningful as the interface itself. Moving from a data-first flow towards a more contextual experience creates opportunities to make recommendations feel more relevant while reducing cognitive load. The project also highlighted the importance of treating commercial nudges as part of the UX — not as separate sales mechanisms — so that the next best action feels useful to the customer as well as valuable to the business.
Note: The evaluation was based on heuristic analysis, UX best practices, and the objectives defined in the brief. No internal user research or analytics were available.
It's a Wrap!
Takeaways
This project reinforced the importance of designing onboarding around the value customers receive, rather than the information a product needs from them. In an insurance context, where relevance and trust are particularly important, the sequence of questions can be as meaningful as the interface itself. Moving from a data-first flow towards a more contextual experience creates opportunities to make recommendations feel more relevant while reducing cognitive load. The project also highlighted the importance of treating commercial nudges as part of the UX — not as separate sales mechanisms — so that the next best action feels useful to the customer as well as valuable to the business.
Note: The evaluation was based on heuristic analysis, UX best practices, and the objectives defined in the brief. No internal user research or analytics were available.
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