Elevating UX in a Large Insurance Organization

This project redefined how UX functioned within a major insurer’s customer experience and digital execution group. By shifting UX from a tactical delivery arm to a strategic partner, the initiative established clarity, alignment, and a scalable operating model

Challenge Approach Solution

The UX team was underperforming and undervalued, creating risk for customer and business outcomes.

Key challenges included:

  • Team performance was uneven, with some members struggling to deliver impact
  • Leadership considered replacing staff, but this wouldn’t solve structural issues
  • Staffing partners focused on seats, not strategy, ownership, or cohesion
  • UX was positioned low in value, functioning tactically rather than strategically
Challenge Approach Solution

The engagement reframed the problem as an operating model challenge, not a staffing gap:

Reframed the problem as an operating model and alignment issue, not just a staffing gap

Introduced strategic consulting to define vision, strategy, and staffing recommendations

Added content strategy expertise  to align design and research with content execution

Linked UX transformation to digital and customer goals, positioning UX as a partner

Challenge Approach Solution

UX Playbook with six key shifts:

  • From delivery to strategic partner, moving UX upstream into discovery and product direction
  • From anecdotal wins to evidence-based
    measurement    , applying HEART, A/B testing, and dashboards
  • From siloed teams to principal-led pods,
    empowering senior designers as anchors of strategy
  • From tools and chaos to design standards, streamlining systems, rituals, and QA processes
  • From reactive content to strategic alignment, implementing content-first workflows and paired models
  • From UX-in-isolation to business fluency, embedding regulatory, partner, and cross-functional training

Impact

The Playbook positions UX
to drive measurable,
enterprise level value

Elevating UX from
tactical delivery

to strategic business impact

Linking UX to
business outcomes

like NPS, retention, and
conversion

Enabling
growth

earning UX a seat in
enterprise decision making

Creating sustainable
leadership models

with principal led pods

Differentiating
experience

making CX and digital
execution a competitive edge

Your challenge could be next.

From modernization to strategy alignment, we help teams move beyond short-term
fixes and build sustainable impact.

Let’s Work Together