Embedded Insurance Experience
Cover Genius — Insurance adoption
Worked with the partner to map their purchase journey and identify strategic opportunities to surface embedded insurance. The work balanced customer experience and conversion goals with technical, regulatory, and partner constraints, while using past experiments and performance data to guide placement, messaging, and opportunities for continued optimization.
Role
Lead Product Designer
Focus
Embedded Insurance · Journey Mapping · Offer Placement · UX Strategy · Experimentation · Cross-Functional Collaboration
Impact
Expanded insurance adoption opportunities while protecting core conversion and enabling continued experimentation.
Opportunity
Each partner had a unique purchase journey, audience, technical environment, and set of business requirements. The challenge was to identify opportunities to introduce insurance without disrupting the core purchase experience or negatively impacting an already-performing conversion funnel. We needed to find the right moments to surface insurance, while also creating opportunities to reach customers who initially declined coverage through post-purchase experiences.
Design framework
Worked directly with the partner to map their purchase flow and identify opportunities to introduce embedded insurance at relevant points throughout the journey. Evaluated placement options for the insurance panel and supporting primers based on customer context, technical constraints, insurance requirements, and partner-specific considerations.
Used insights and performance data from previous partner implementations and A/B experiments to inform decisions around where to surface the offer, how it should be presented, and which panel variations to test. Extended the experience beyond checkout by identifying post-purchase opportunities to reintroduce insurance to customers who had previously declined.
Collaboration & delivery
Collaborated closely with partner stakeholders, internal engineering, UX writing, and insurance teams to develop an experience that balanced customer needs with technical, regulatory, content, and partner requirements. Worked with writers to tailor language and messaging to the partner’s audience, while partnering with engineering to ensure proposed placements and interactions were feasible within the existing experience.
Iterated on the panel, primers, and placement strategy based on stakeholder feedback, technical constraints, and learnings from previous experiments, creating a partner-ready solution grounded in both qualitative insights and performance data.
Advocated for optimization and experimentation wherever possible, using learnings from previous partner implementations and performance data to challenge assumptions, identify additional testing opportunities, and recommend A/B experiments across placement, messaging, and panel variations.