Arbella Insurance

Arbella, a New England insurance provider with $2B in assets, struggled with outdated workflows and limited self-service, which led to inaccurate website content and costly reliance on customer service.

As Principal Experience Designer, I led a 10-month initiative to modernize Arbella’s digital experience, helping customers manage policies, pay bills, and submit claims with ease. Partnering with C-Suite leaders, I translated business goals and user insights into a clear vision, guiding a team of two designers to bring it to life.

Outdated systems and fragmented workflows frustrated both customers and employees. The solution was a unified set of modern self-service tools, complete with scalable visual frameworks, mapped user flows, and streamlined processes. This approach enabled a rapid rollout across the website, portal, and mobile app.

Through user-centered design practices, rapid prototyping, and close collaboration across teams, we delivered a solution that increased customer adoption and satisfaction, reduced operational friction, and reinforced executive confidence in design as a strategic driver of digital transformation.