ANNA DAVIS-BANDI
POLICYME
At PolicyMe, I led the design and launch of a new Health & Dental insurance product—an extension of our core life insurance line.
role
Product Designer
team
Product Designer x1
QA x3
Project Manager x1
Engineer x3
scope
Product Research
User Testing
UX/UI Design
time
JAN 2024 - SEP 2024
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the problem
Introducing a new product in the market
With life insurance sales gaining traction, PolicyMe saw an opportunity to diversify our offerings and tap into a high-demand segment: Health and Dental insurance. The challenge? Build a competitive product from the ground up that could scale across both B2C and B2B white-label use cases—while simultaneously supporting a company-wide rebrand.
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my role
Designing the full cycle
I led the end-to-end design for the Health & Dental product, starting with a deep focus on research to ensure we were building a plan people actually wanted. We began with customer interviews, speaking directly with existing PolicyMe users to understand their priorities when shopping for health and dental insurance.
I also partnered with our customer service team and project manager to analyze support tickets and common pain points. This helped shape both the product scope and messaging strategy early on, ensuring we prioritized the right benefits.
To validate and prioritize these findings, we ran a maximum difference survey—a quantitative method that helped us pinpoint which features and benefits mattered most. This allowed us to confidently rank plan attributes based on customer preference, rather than guesswork.
Through user interviews and surveys, we learned that:
1.
Price sensitivity was important - users wanted straightforward, competitive pricing
2.
The ability to easily add spouses or children was a must-have when choosing a plan
3.
Users want higher coverage amounts for things like dental work and physiotherapy
User interviews
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Mobile screens
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Desktop screens
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design system
Rebrand & design system overhaul
In parallel with launching Health & Dental, I played a key role in PolicyMe’s company-wide rebrand—an initiative that refreshed how we looked and felt across every customer touchpoint.
What Changed:
  • New logo and brand identity
  • Refined color palette with improved accessibility
  • Updated typography system
  • Updated components with multiple states
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results & impact
Success metrics
In its first year, H&D accounted for over 39% of all sales
5% increase at checkout
Consistent positive reviews and feedback on both the product and the experience
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let's connect!
I'm currently open to new opportunities and collaborations! If you're hiring, working on something exciting, or just want to chat about design—I'd love to hear from you.