Certainly

Overview

Liberty Mutual's innovation team engaged with customers to validate the need for rebranding the Certainly online insurance platform. Originally designed to offer renters insurance for an older demographic, the product was scaling to include auto and small business insurance. To attract a younger persona, Stephanie+, the UX team was tasked with modernizing the user experience.

As a Senior Product Designer, I led the rebranding of the Certainly online insurance platform to appeal to a younger demographic. I conducted user research, identified key design improvements, and enhanced color schemes, iconography, typography, and photography. I facilitated cross-functional collaboration and created a detailed design system, empowering the development team to increase efficiency and deliver high-quality results.

• UI/UX design
• Collaboration

The Challenge

As Liberty Mutual aimed to rebrand and expand the Certainly online insurance platform, the UX team faced several significant challenges. Transitioning from an older demographic to a younger persona, Stephanie+, required addressing critical feedback on the existing design. The team needed to overcome issues with color, iconography, typography, and photography while ensuring the new design stood out from competitors. Additionally, they had to integrate user feedback quickly and leverage internal resources to deliver a modern, engaging user experience.

• Rebranding Necessity
• User Feedback
• Modernization Requirement
• Resource Utilization