Nationwide
User Experience Projects
User Experience Designer
I started at Nationwide in 2020 with the role "Specialist, User Experience". In this role I was an interaction designer and development line lead for the personal lines self-servicing space.
In 2022, I was promoted to "Consultant, User Experience". In this new role I became a UX lead, first for the servicing space, and later moving to the direct-to-consumer sales space.
Skills Developed
User Experience Design, User Interface Design, Marketing Design, Wireframing, Prototyping, Event Planning
Programs Used
Figma, FigJam, Microsoft Office, Jira
Nationwide Connect Experience Uplift
The Nationwide Connect Experience Uplift project is a UX-led redesign of the direct-to-consumer quote flow, covering all pages from quote start to buying a policy. The work focuses on reducing the number of pages in the flow, improving quote completion and bind rates, closing known UX gaps, and building a strong and consistent foundation for future work in this space.
Simpler, more intuitive journeys
Streamlined the information collection portion of the flow for both Auto and Property insurance products by using clearer language, logical groupings of questions, and fewer pages with faster load times so customers can complete quotes quickly and with confidence within the online sales channel.
Guidance built into every step
Updated page content, help text, and in-context education help customers understand why their information is needed and how it affects eligibility and price, which reduces confusion, errors, and rework.
Cohesive patterns and design system for Nationwide Connect
Using the latest version of Nationwide's design system (Bolt) as a base, this project creates consistent page layouts, reusable components and patterns, and improved progress tracking across the whole quote flow. This contributes to a seamless experience across Nationwide's websites during the customer journey and also provides a clearer, easier-to-maintain technical foundation for our IT partners.
Tiered Pricing Packages for Auto Quotes
This enhancement to the Auto quote flow introduced 3 package options for a customer to choose from as a starting point for their Auto quote. This page showcases highlighted coverages from the 3 packages in a table to make comparing the packages and making a decision easy.
The addition of this feature contributed to Nationwide improving to 2nd place in the Keynova Q4 2025 Online Insurance Scorecard.
My team also did a test and learn project with this page to see what amount of pricing information would have the best conversion rate of users clicking through to the next page (the full quote). The option we went with had a 99% conversion rate (compared to 86% and 50% for the other two experiences).
Life Stage Bundles
This project added life stage bundle options to the Nationwide Connect landing page. There are 3 bundles targeted towards potential customers in specific life stages and one general option for people who don't neatly fit into one of the available life stages, but still want a bundle with more protection.
Each bundle option has its own information page to promote the key coverages and features it contains, and a quote for the bundle can be started right from that page.
Life stage bundle information pages:
Nationwide Connect Confirmation Page
This page was designed to be the confirmation page for Nationwide Connect. A user would see this page after getting a quote and buying their policies.
This page highlights key information for the policies that have been purchased, outlines next steps for the customer, and provides important policy documents and resources.
Policy Renewal Dashboard
The Policy Renewal Dashboard was designed as one part of a larger billing and renewal experience optimization effort. There are versions of these dashboards for Nationwide members (shown here), Nationwide call center associates, and independent agents servicing Nationwide members.
The policy renewal dashboard features a policy information section at the top, which provides an opportunity for the member to update any contact information that may be out of date and change some policy settings.
This is followed by a renewal overview section that includes a chart to illustrate a change in policy premium from the current term to the renewal term. There is also an overview of the policy activity and other updates that caused an increase or decrease to the policy premium. There are Next steps buttons available to view more details about the renewal and to review the policy details and make changes.
Below that is a chart of the discounts that are on the policy that is renewing, and an indication of whether those discounts are present in the current and renewal terms. There is also a ways to save section that provides potential ways to save money on the policy.
Next is a coverages section where coverages that have changed or affected the premium are shown. This is split into policy-level and vehicle-level coverages for easy readability.
The documents section provides access to any documents related to the renewal, such as the renewal ID cards and the renewal policy declaration.
Finally, an offers section highlights personalized offers for the customer to help drive awareness of other Nationwide features, coverages, and products that are available.
Ultimately, a simplified version of these dashboards were developed and released due to budget and capacity constraints.
Auto Policy Vehicle Updates
With this project, I added a "What would you like to do today?" section to the top of the Auto policy pages in self-service. This elevates some of the most common tasks that users come to the servicing space to accomplish and makes them visible no matter what tab is selected belo.
Elevated tasks
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Review saved draft
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Manage vehicles
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Manage coverages
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Get a quote
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Add a driver
This project also included updating the vehicle change processes. In the new flow, you start on the manage vehicles page and make a selection from the radio buttons to indicate what task you want to complete. When an option is selected, it expands to show additional information, including any information you may need to have on hand to complete the task.