Case study: Transforming a digital individual and family plan enrollment platform with UX-led design

A major insurance provider in the Southwest partnered with Creed to reimagine its enrollment platform for individual and family plans. The new experience needed to feel modern and consumer-focused, guiding members smoothly from plan discovery through comparison and purchase. Behind the scenes, the platform would also bring data, branding, and integrations together in one intuitive, UX-led system – giving the insurer clearer insights and a more connected view of its shoppers.

The challenge

The insurer’s existing platform relied on third parties for marketing and business data, creating delays and limited performance visibility. Multiple legacy systems needed to communicate seamlessly, and the audience spanned from tech-savvy shoppers, retirees looking to convert from employer-sponsored plans, to first-time buyers grappling with insurance jargon. 

The new platform was designed to address the following requirements:

• Centralizing data ownership and branding within the insurer’s environment
• Integrating with back-end systems without disrupting workflows
• Designing clear, evidence-based user journeys for diverse digital literacy levels that make shopping and comparing plans simple and easy to understand
• Meeting strict security, compliance, and WCAG 2.2 AA accessibility standards

Our approach

Discovery & documentation

Creed began with a focused discovery sprint to uncover user needs, system limitations, and business priorities:

• Ran usability reviews and mapped user journeys to understand key moments from plan comparison to checkout.
  
• Conducted stakeholder interviews across marketing, operations, and IT to gather business requirements and constraints.
  
• Audited all API connections and system integrations to document data flows and ensure security and compliance standards were met.
  
• Benchmarked competitors to surface best practices in digital insurance experiences and identify areas of differentiation.

UX strategy & digital design

With insights in place, Creed translated findings into a structured, user-centered design system:

• Reorganized content and navigation to reflect real-world tasks and streamline plan selection.
  
• Built wireframes and prototypes to visualize improved flows and test them with diverse user segments.
  
• Established a cohesive visual design system within the client’s brand compliance standards, with accessible typography and reusable UI components.
  
• Planned technical feasibility in parallel by validating data architecture and ensuring infrastructure could support MVP features.

Implementation & optimization

With the foundation in place, our team moved into development and built a platform that met current needs and could scale over time.

• Engineered a flexible front-end component library optimized for accessibility and cross-device performance.
  
• Integrated back-end APIs to legacy systems, ensuring secure data exchange and minimal disruption to operations.
  
• Executed comprehensive QA testing across functionality, performance, and WCAG 2.2 AA compliance.

Launch

Creed supported the rollout by working closely with internal teams to ensure a smooth transition.

• Crafted a phased launch plan with user communication and monitoring strategies.
  
• Delivered in-depth documentation and team training to ensure smooth platform ownership transition.
  
• Provided live launch support to resolve issues in real time and fine-tune the member experience.

Results

When the new enrollment platform launched, the insurer quickly saw the value of having a user-friendly, end-to-end system. It checked all the technical boxes, made the experience smoother for prospective members, and gave internal teams more control and insights. Key outcomes included:

• Streamlined enrollment: Simplifies how users find, compare, and purchase insurance products.
• Guided customer journeys: Improves the member experience by providing evidence-based pathways toward their goals and plan purchase. 
• Easier admin for internal teams: Transitioned control from a third party to the client, empowering internal teams to update content independently after hands-on training.
• Seamless integrations: Connects with legacy systems while maintaining strict security and compliance.
• Multilingual support & accessibility: Platform now supports multiple languages and meets WCAG 2.2 AA standards

Scalability for the future: The solution is built to allow for new, diversified product lines, expanded geography, updated and flexible plan designs, and full-funnel metric visibility to support ongoing revenue goals and  growth.