01 // Background, Problem Statement, and Competitive Analysis

Background

WatchTower is a SaaS technology start-up that seeks to modernize the Request for Proposal (RFP) process, specifically within the non-medical employee benefits space. “Centered on proprietary document extraction technology, [WatchTower’s] system captures the relevant information from insurance policy and proposal documents, allowing for an accurate, detailed plan analysis.”

Through an engagement with DESIGNATION (now the Flatiron School), UX and UI were completed by small teams in two 2.5 week design sprints across overlapping cohorts. Building on a new UX foundation, my project team was tasked with UI, refining the look of WatchTower’s proprietary client-facing technology.

Problem Statement

The corporate insurance benefit Request for Proposal (RFP) process is complicated and labor-intensive for insurance brokers.

Through complicated communications with multiple insurance providers, brokers are tasked with analyzing benefits for their clients.

Competitive Analysis

Our team began a short period of research into the insurance brokerage space. To gain an understanding of the insurance domain (and service design in general), we looked at various insurance broker and health insurance platforms: Insly, Benefits Age, Cigna, Xuber, Lemme, The Hartford, and Progressive, examining each for content, voice, and design.

Across the platforms we analyzed, clarity of and accessibility to information was an important commonality. Design and style followed suit, always in a trustworthy mode, defined by predominantly blue and blue-green color palettes (signifying trustworthiness and reliability) with the occasional orange (often representing vitality and health).