PolicyMe
Overview
PolicyMe positions itself as an “operating system for insurance protection in Canada,” similar to Wealthsimple’s approach in finance. The goal of the challenge was to design a unified, high-converting quotes experience that helps users clearly understand their recommended coverage, pricing, and trade-offs.
The experience needed to support both a primary applicant and their partner in a single flow, with term life as the primary product.
Role
UI/UX Designer
Challenges
The existing quotes experience created several usability gaps:
It made it harder for users to confidently act on the expert recommendation
It lacked a clear, holistic view of coverage across both people
It did not effectively communicate gaps, trade-offs, or how decisions impact pricing
Additionally, the experience needed to support:
Editing coverage amount and length
Viewing and updating personal details (DOB, smoking status, etc.)
Displaying estimated monthly rates
Showing a 10% first-year couple discount
Adding/removing a partner and reflecting pricing impact
All of this had to be handled within a single, cohesive experience for two people.
Opportunity
The core opportunity was to simplify decision-making by consolidating inputs and outputs into one clear view.
Instead of separating configuration and results, the experience could:
Present PolicyMe’s recommendation as a starting point
Show both individuals’ coverage and pricing side-by-side
Surface key information directly within the quote (instead of requiring navigation)
Help users understand how adjustments affect both people in real time
This approach aimed to build trust—especially for users who want transparency and control—while reducing friction in moving toward conversion.
Design Process
I focused on restructuring the quotes experience to reduce cognitive load and make decisions easier to evaluate.
Key directions included:
Unifying inputs and outputs
Coverage controls (amount + length) are placed alongside pricing, reducing back-and-forth and making cause-and-effect clearer.Centering the recommendation
The recommended coverage is clearly highlighted as a starting point, while still allowing users to adjust it.Designing for two people in one flow
Both the primary applicant and partner are shown together, with their individual details and rates visible in one place.Providing inline clarity
Key information like “what’s covered,” “what’s not,” and “what you get” is embedded directly in the experience using expandable sections.Supporting progressive understanding
A checklist and supporting sections reinforce key details without competing with the main decision area.Maintaining flexibility
Users can add or remove a partner and immediately see the impact on coverage and pricing.
Impact
The redesigned experience addresses the original usability gaps by:
Making the recommendation more actionable and visible
Providing a clear, side-by-side view of both individuals’ coverage and pricing
Reducing friction by combining configuration and results in one place
Surfacing key policy details without requiring users to leave the flow
Overall, the experience is structured to support more confident decision-making while keeping users in control.
Result
The final design delivers a unified quotes experience that:
Prioritizes term life as the primary product
Displays both people’s coverage and pricing in a single view
Allows users to adjust coverage while immediately seeing the impact
Clearly communicates what’s included, excluded, and how the policy works
The solution balances guidance (through recommendations) with flexibility (through editable controls), aligning with PolicyMe’s goal of creating a transparent and user-friendly insurance experience.
PolicyMe
Overview
PolicyMe positions itself as an “operating system for insurance protection in Canada,” similar to Wealthsimple’s approach in finance. The goal of the challenge was to design a unified, high-converting quotes experience that helps users clearly understand their recommended coverage, pricing, and trade-offs.
The experience needed to support both a primary applicant and their partner in a single flow, with term life as the primary product.
Role
UI/UX Designer
Challenges
The existing quotes experience created several usability gaps:
It made it harder for users to confidently act on the expert recommendation
It lacked a clear, holistic view of coverage across both people
It did not effectively communicate gaps, trade-offs, or how decisions impact pricing
Additionally, the experience needed to support:
Editing coverage amount and length
Viewing and updating personal details (DOB, smoking status, etc.)
Displaying estimated monthly rates
Showing a 10% first-year couple discount
Adding/removing a partner and reflecting pricing impact
All of this had to be handled within a single, cohesive experience for two people.
Opportunity
The core opportunity was to simplify decision-making by consolidating inputs and outputs into one clear view.
Instead of separating configuration and results, the experience could:
Present PolicyMe’s recommendation as a starting point
Show both individuals’ coverage and pricing side-by-side
Surface key information directly within the quote (instead of requiring navigation)
Help users understand how adjustments affect both people in real time
This approach aimed to build trust—especially for users who want transparency and control—while reducing friction in moving toward conversion.
Design Process
I focused on restructuring the quotes experience to reduce cognitive load and make decisions easier to evaluate.
Key directions included:
Unifying inputs and outputs
Coverage controls (amount + length) are placed alongside pricing, reducing back-and-forth and making cause-and-effect clearer.Centering the recommendation
The recommended coverage is clearly highlighted as a starting point, while still allowing users to adjust it.Designing for two people in one flow
Both the primary applicant and partner are shown together, with their individual details and rates visible in one place.Providing inline clarity
Key information like “what’s covered,” “what’s not,” and “what you get” is embedded directly in the experience using expandable sections.Supporting progressive understanding
A checklist and supporting sections reinforce key details without competing with the main decision area.Maintaining flexibility
Users can add or remove a partner and immediately see the impact on coverage and pricing.
Impact
The redesigned experience addresses the original usability gaps by:
Making the recommendation more actionable and visible
Providing a clear, side-by-side view of both individuals’ coverage and pricing
Reducing friction by combining configuration and results in one place
Surfacing key policy details without requiring users to leave the flow
Overall, the experience is structured to support more confident decision-making while keeping users in control.
Result
The final design delivers a unified quotes experience that:
Prioritizes term life as the primary product
Displays both people’s coverage and pricing in a single view
Allows users to adjust coverage while immediately seeing the impact
Clearly communicates what’s included, excluded, and how the policy works
The solution balances guidance (through recommendations) with flexibility (through editable controls), aligning with PolicyMe’s goal of creating a transparent and user-friendly insurance experience.
