EzSub: Streamlining Insurance Submissions

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
The main UX challenge was simplifying complex product configurations into intuitive user flows. Each product has unique permutations and validation requirements that are needed to seamlessly integrate with the financial adviser representatives’ existing sales processes. We had to balance functionality with efficiency, ensuring that the application could handle diverse product complexities without disrupting processes that they are already familiar with. 


What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
One highlight was when our advisers rejected our design during user testing sessions. The design showed policy details again on the payment information screen, which the advisers found redundant as they had already reviewed the information with customers multiple times.
We realised we were designing from a ‘guided user’ perspective – which was more suited for layman customers, rather than experienced advisers. This was a pivotal shift that changed how we approached the entire user journey – moving away from theoretical approaches and towards a more practical, adviser-centric experience.

Where do you see yourself and the project in the next five years?
In the next five years, we envision EzSub to be an integral part of advisers' daily workflow — a seamless platform that eliminates administrative friction and empowers them to focus more on building customer relationships and giving advice. The project will have evolved into a comprehensive servicing ecosystem for our distribution channels. As UX designers, this project has shaped our approach to UX, reinforcing the importance of understanding users' mental models and designing solutions that align with their existing processes rather than forcing new behaviours. It’s a mindset we’ll carry into every future design challenge.