Business Impact
Although traffic was low at release, this project delivered significant strategic impact for Bionic
Reduced acquisition costs
by generating leads directly, without relying solely on partner fees
Improved lead quality
through structured qualification and branching logic
Embedded agile ways of working
across design, product, compliance, ops, and engineering
Increased operational efficiency
by reducing manual rework and smoothing advisor handovers
Proved regulatory and technical feasibility
setting a foundation for future digital quoting at scale
Earned industry recognition
awarded Highly Commended at the 2025 Insurance Broker Awards for its intuitive triage journey.
Designing Deliverables
To move from concepts into build, I produced a set of artefacts and documentation that ensured clarity for both stakeholders and developers.
I created flows to align the work and kick off dev sprints, tested prototypes with both users and agents and created new components and added to the design system, adhering the Bionic's brand
Defining the Strategy
I conducted a discovery phase, conducting competitor analysis, agent shadowing and call listening to establish the design and build strategy.
Service Blueprints
To capture the complexity of the quoting flow, I combined frontline insight with operational oversight.
By making the invisible visible, the blueprint provided the team with a shared source of truth — essential for aligning design, product, and engineering on such a multifaceted build.
Question Analysis
Breaking 127+ questions into milestones created a flow that scaled across business types, reduced cognitive load, and ensured agents received qualified, structured leads.
By structuring the logic in this way, the quoting flow became both user-friendly and technically robust — supporting smooth data capture, clear handovers, and scalable growth.
Branching Logic
By combining service blueprints with question analysis, I was able to create a clear, testable model that development could begin building against.
Defining the branching logic was the turning point that aligned the whole team and gave developers a concrete model to start build with confidence.
Awarded Highly Commended at the 2025 Insurance Broker Awards, with judges specifically highlighting the “simple, intuitive online triage journey.”
Understanding the challenge
Designing a new quote flow required balancing high complexity, scale and regulatory requirements that needed to:
handle complex conditional questions, for over 1500 different business types
integrate with both a new underwriting platform and existing workflows
navigate a high volume of weekly leads
remain FCA compliant
+1.5K
Business types
+3K
Leads/week
127
Questions
Bionic - SME Insurance
I designed Bionic's new insurance quoting product, translating complex underwriting rules into intuitive customer flow and internal tools.
Owned the UX from start to finish, delivering a compliant, end-to-end workflow that improved lead quality and operational efficiency.
New Product Build
FCA Complaint
Sole Designer
Cross-functional