Personalized auto insurance: Taking an auto insurance startup from zero to launch


Build and launch an InsureTech product from the ground up.


In 2017, I joined Pact as their founding designer to take on the challenge of building and launching a new product from the ground up. Below are the parts of the product that I impacted directly.

Our team

Throughout the process, I worked closely with each and everyone of these individuals, leveraging their subject-matter expertise.

Additionally, I was lucky to work with these excellent design consultants to help craft the final product.

Being a small insurance company, it was also important to find the right long-term partners and vendors to help us service our product. I collaborated with them to ensure our software and services are integrated to feel like a cohesive user experience. Here are some of them:

Design System Guidelines

Throughout my time at Pact, I took on the initiative to consolidate the UI and create a design system for consistency. As the product became more complex, we found that the design system was critical for reducing development cycles. Features that used to take weeks to build could be put together in a matter of days with the reusable components from the design system. Through trial and error, I discovered the right level of granularity to codify into the design guidelines.

I managed assets and guidelines in a GitHub repository, which worked amazingly well for our small, remote, tech-savvy team.

Mobile App

I was responsible for the iOS and Android app. Here are a few select screens:

To keep everyone in sync across different time zones, Figma was spectacular. Here a taste of the "Master Document" I worked from, with the entire mobile application laid out in one Figma project:


In December 2018, Pact launched in Ohio. You can download the app in the iOS app store to get a quote. Android soon to follow.


Below is a deep dive into some of the more complex and interesting challenges I tackled while iterating through the product.

Challenge #1: Quoting & coverage recommendation user flow

There are many factors that go into a customer's premium (and no, the color of your car is not one of them). You're familiar with this, pages and pages of your driving history, your family's, and your vehicle history.

The quoting experience is the single most important part of the application (because it directly impacts revenue goals). We wanted to reduce friction as much as possible and cognitive overhead as much as possible for prospective customers by adding automation.

While the final flow ended up fairly linear, here's a peak at some ideas we prototyped along the away. Through user testing, we found the right balance of usability and friendliness.

Challenge #2: Compliance

Insurance is a highly regulated industry. Traditional insurance companies address these requirements by sending customers lots of paper mail with legal language that needs to be mailed back with signatures.

Keeping in mind that regulation is intended to protect the consumer, we prioritized simple language that meets the spirit of the regulation (and approved by legal counsel!).

Challenge #3: Policy Administration

Remember what I mentioned before about working with several vendors and partners to service the product? This requires our database of policies to be accessible to our customer service and claims team. Rather than building the policy administration software ourselves, we use a software called Policy One, a CRM designed specifically for managing insurance policies.

This meant keeping 2 databases synchronized. Policy One became the source of truth for the customer service team, but the Pact mobile app gets its data from our AWS database. When configuring the Policy One software, it was important to ensure that language, logic, and data architecture between the two matched as closely as possible to avoid confusion between the policyholder and the customer service/claims representative. Unlike web applications, it's next to impossible for the rep on the phone to see what the customer is seeing.

I owned a large part of configuring the policy administration software, policy documents, and training for how to address customer issues via Policy One.