Building a Conversion-First Insurance Platform for Expats
Business-focused case study on ExpatInsure’s brand, UI/UX, and front-end build, showing how a unified design system drove insurance lead generation across web, widgets, and marketing collateral.
Role
Full-time UI/UX Designer and Front-End Developer, responsible for branding, logo design, marketing collateral, and website execution.
Overview
ExpatInsure was launched to serve a specific, high-intent audience: expats looking for fast, trustworthy insurance solutions across multiple categories. From day one, the business required more than a website—it needed a recognizable brand, a flexible UI system, and marketing assets that could perform consistently across owned channels and publisher partnerships. This project delivered a complete brand-to-product experience designed to convert attention into qualified insurance leads.
The Problem
Insurance is a trust-sensitive product, and expats face additional uncertainty when navigating unfamiliar markets. ExpatInsure needed to overcome:
- Low tolerance for complexity among time-constrained users
- Multiple insurance products competing for immediate attention
- No existing brand equity at launch
- A requirement for layouts that could function as standalone pages, ad units, and embedded widgets
- Marketing materials that felt consistent across digital touchpoints
Without alignment between branding, UX, and development, the platform risked appearing fragmented and transactional.
Goals
The project was guided by clear commercial and usability objectives:
- Establish a credible, professional insurance brand from launch
- Enable fast self-selection across insurance categories
- Maximize quote initiation through strong hierarchy and CTAs
- Support publisher integrations without compromising UX or brand
- Create reusable assets for ongoing marketing and growth
Solution
I led the end-to-end design and front-end execution, ensuring consistency from logo to live interface.
Branding and marketing
- Designed the ExpatInsure logo and visual identity to communicate trust and simplicity
- Defined brand colors, typography, and iconography suitable for financial services
- Created marketing collateral and digital banners aligned with conversion goals
- Ensured visual consistency across website, widgets, and third-party placements
UI/UX and website design
- Designed a modular insurance selector with clear icon-led categories
- Standardized “Get Quote” CTAs to reduce decision friction
- Structured layouts to work natively within publisher environments
- Optimized mobile-first flows for fast scanning and action
Front-end development
- Built reusable, responsive components adaptable to multiple formats
- Implemented clean grids and spacing to preserve clarity in dense layouts
- Ensured cross-browser stability and performance optimization
- Enabled rapid deployment of new insurance categories and campaigns
Results (Measured Impact)
- Post-launch performance aligned with industry benchmarks for insurance lead generation:
- Increased quote initiation due to simplified decision paths
- Stronger engagement from publisher traffic through native-feeling embeds
- Improved brand recognition across ads, widgets, and site experiences
- Reduced time from landing to action, improving lead quality
Key Takeaway
By unifying branding, UI/UX, marketing collateral, and front-end development, ExpatInsure launched as a coherent, scalable insurance platform—demonstrating how design-led execution can directly support trust, growth, and revenue from day one.
A clear interface turns complex insurance decisions into confident actions.