Modernizing an Agent Portal
Outcome
I led UX strategy and experience design to modernize AmWINS Personal Lines’ fragmented agent portal, unifying workflows across products to reduce submission friction, improve data accuracy, and support future product expansion.
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Delivered Capabilities + Early Outcomes
Delivered Capabilities
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Standardized inconsistent submission flows across multiple products and carriers
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Reduced known agent pain points during quote and bind
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Improved consistency across mobile and desktop experiences
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Introduced reusable components adopted by subsequent product teams
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Accelerated onboarding for new lines of business
This work replaced fragmented legacy tools with a coherent, compliance-aware portal used by retail insurance agents across personal-lines products.
The Problem
This work transformed a mainframe-driven, paper-heavy workflow into a scalable digital experience balancing autonomy with compliance.
Business
AmWINS relied on fragmented agent tools that varied by product and carrier.
This created:
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Increased submission errors
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Longer quote and bind cycles
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Inconsistent agent experiences
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Limited scalability for new lines of business
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Higher operational risk due to redundant data entry
Leadership needed a unified portal that could:
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Standardize workflows
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Preserve underwriting accuracy
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Support mobile and desktop usage
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Scale across products
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Reduce rework caused by inconsistent flows
All while operating within regulatory constraints and legacy backend systems.
User
Retail agents were forced to:
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Navigate different workflows for similar tasks
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Re-enter the same data across products
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Interpret unclear eligibility logic
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Manage sensitive underwriting information without sufficient validation
This slowed submissions and increased the likelihood of costly corrections.
Agents needed speed, predictability, and confidence—not flexibility.
Evidence
Inputs included
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Reviews of existing agent workflows
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Stakeholder interviews with business and product leads
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Underwriting requirements documentation
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Analysis of common agent pain points and edge cases
Key Insights
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Inconsistent flows increased cognitive load more than product complexity itself
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Agents prioritize speed and predictability over customization
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Progressive disclosure reduced errors without slowing experienced users
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Most submission issues originated from unclear product selection and data entry
These insights directly informed the interaction model and system architecture.
Iteration + System Thinking
Requirements Gathering
User flows
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Look and Feel
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Components
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Design Strategy + Decisions
The core challenge was creating a single mental model that worked across:
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Multiple insurance products
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Desktop and mobile environments
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Varying agent experience levels
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Strict underwriting rules
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Legacy backend dependencies
I focused on:
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Translating ambiguous business rules into usable flows
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Standardizing interaction patterns without breaking product-specific logic
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Designing reusable components engineering could realistically support
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Balancing MVP delivery with long-term scalability
Final Reflection
This project reinforced that in regulated fintech:
Good UX reduces operational risk as much as it improves usability.
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Standardization enables scale.
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Predictability builds trust.
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Systems thinking beats screen-level optimization.
