Cecilia Xu
BD Embedded Insurance Journey |
white label UX/UI Delivery
Partnership
Budget Direct
Partnership
Budget Direct
Partnership
Budget Direct
Role
Sole Product UX Design
Role
Sole Product UX Design
Role
Sole Product UX Design
Timeline
3 months
Timeline
3 months
Timeline
3 months
Overview
BD partnered with NobleOak to offer life insurance through a white label model. Customers experienced the journey through the BD brand, while the insurance product, underwriting logic and regulatory framework sat behind the scenes with NobleOak.
The challenge was not just designing screens. It was making a complex, regulated insurance journey feel simple, credible and seamless inside someone else’s ecosystem.
At this stage in my career, I led the UX and UI design execution of the partner experience. I translated NobleOak’s quote and application framework into a BD branded interface while preserving compliance requirements, technical constraints and conversion logic.
Challenge
The challenge was to design a seamless insurance experience that balanced:
Partner brand identity
Insurance product complexity
Regulatory disclosure requirements
Conversion performance
My role
The BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue, enabling BD to offer life insurance seamlessly within their own brand experience.
I led the UX and UI design for the journey, translating NobleOak’s insurance platform into a partner branded quote and application flow.
I designed responsive interfaces aligned to BD’s visual identity while working within NobleOak’s existing system architecture. This included adapting core components, integrating required regulatory content clearly, and simplifying complex forms to improve usability and completion.
I collaborated closely with product, legal and engineering teams to ensure the experience was compliant, practical to build and ready for launch.
This project strengthened my expertise in embedded insurance distribution and set the foundation for leading larger end to end partner ecosystems in later work.
Live Preview
Impact
This work supported the expansion of NobleOak’s partner distribution model by enabling BD to offer insurance through an experience that felt native to their brand.
The design approach improved clarity across the quote journey and strengthened consistency across partner branded interfaces, supporting scalable rollout of white label products.
It also laid the groundwork for my progression into leading more complex embedded ecosystems, including the end to end nib partnership journey.
Phase 1 Discovery & journey mapping
Translating partner acquisition models into insurance journeys
I worked closely with growth and partnership teams to position NobleOak’s insurance ecosystem within each partner’s distribution model.
Key Contributions
Mapped end to end acquisition and purchase journeys
Identified friction points within embedded purchase pathways
Assessed UX uplift opportunities across quote and application flows
Outcome
Established a scalable experience blueprint that could flex across multiple partner ecosystems without reinventing journeys each time.
nib Embedded life insurance
Adapting insurance products to partner environments
Each partner required a tailored experience that aligned with their brand, customer expectations and acquisition funnel.
Design scope
Customised landing page
Embedded quote tool
Application journey
Cross sell entry points
My work
Designed customised UX flows aligned to partner business models
Adapted NobleOak products into partner native experiences
Balanced marketing storytelling with insurance education
Created modular design patterns for reuse across partnerships
Phase 3 Integration, high fidelity prototyping & delivery
From concept to dev ready
I collaborated closely with the nib design, product, IT and legal teams to iterate on high fidelity prototypes and refine compliant wording across hundreds of screens spanning web and mobile experiences, including the quote tool, application journey and client portal.
Once validated and approved, I led the handover to digital agencies and engineering teams, ensuring the prototypes were translated accurately into production ready experiences aligned to design standards, regulatory requirements and platform constraints.
Deliverables
Embedded underwriting logic into UX flows
Balanced partner branding with compliance obligations
End to end high fidelity prototypes
Quote + application + portal journeys (web & mobile 100+ screens)
Design system aligned UI components, and ensured accessibility standards
Phase 4 Testing & validation
Launch through experience assurance
Worked alongside IT teams to run usability testing and validate front end and backend connectivity across the quoting tool, ensuring system logic, data flows and user interactions functioned seamlessly prior to launch.
Activities
Led end to end journey testing
Validated usability + accessibility
Conducted functional QA
Identified optimisation opportunities pre launch
Business outcomes
Enabled nib to embed life insurance into their acquisition ecosystems
Launched scalable white label distribution channels
Accelerated partner go-to-market timelines
Created repeatable partnership UX frameworks
Customer outcomes
Expanded access to life insurance through trusted brands
Reduced friction in quote and purchase journeys
Delivered more contextual, relevant protection entry points
Cecilia Xu
BD Embedded Insurance Journey |
white label UX/UI Delivery
Partnership
Budget Direct
Partnership
Budget Direct
Partnership
Budget Direct
Role
Sole Product UX Design
Role
Sole Product UX Design
Role
Sole Product UX Design
Timeline
3 months
Timeline
3 months
Timeline
3 months
Overview
BD partnered with NobleOak to offer life insurance through a white label model. Customers experienced the journey through the BD brand, while the insurance product, underwriting logic and regulatory framework sat behind the scenes with NobleOak.
The challenge was not just designing screens. It was making a complex, regulated insurance journey feel simple, credible and seamless inside someone else’s ecosystem.
At this stage in my career, I led the UX and UI design execution of the partner experience. I translated NobleOak’s quote and application framework into a BD branded interface while preserving compliance requirements, technical constraints and conversion logic.
Challenge
The challenge was to design a seamless insurance experience that balanced:
Partner brand identity
Insurance product complexity
Regulatory disclosure requirements
Conversion performance
My role
The BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue, enabling BD to offer life insurance seamlessly within their own brand experience.
I led the UX and UI design for the journey, translating NobleOak’s insurance platform into a partner branded quote and application flow.
I designed responsive interfaces aligned to BD’s visual identity while working within NobleOak’s existing system architecture. This included adapting core components, integrating required regulatory content clearly, and simplifying complex forms to improve usability and completion.
I collaborated closely with product, legal and engineering teams to ensure the experience was compliant, practical to build and ready for launch.
This project strengthened my expertise in embedded insurance distribution and set the foundation for leading larger end to end partner ecosystems in later work.
Live Preview
Impact
This work supported the expansion of NobleOak’s partner distribution model by enabling BD to offer insurance through an experience that felt native to their brand.
The design approach improved clarity across the quote journey and strengthened consistency across partner branded interfaces, supporting scalable rollout of white label products.
It also laid the groundwork for my progression into leading more complex embedded ecosystems, including the end to end nib partnership journey.
Phase 1 Discovery & journey mapping
Translating partner acquisition models into insurance journeys
I worked closely with growth and partnership teams to position NobleOak’s insurance ecosystem within each partner’s distribution model.
Key Contributions
Mapped end to end acquisition and purchase journeys
Identified friction points within embedded purchase pathways
Assessed UX uplift opportunities across quote and application flows
Outcome
Established a scalable experience blueprint that could flex across multiple partner ecosystems without reinventing journeys each time.
nib Embedded life insurance
Adapting insurance products to partner environments
Each partner required a tailored experience that aligned with their brand, customer expectations and acquisition funnel.
Design scope
Customised landing page
Embedded quote tool
Application journey
Cross sell entry points
My work
Designed customised UX flows aligned to partner business models
Adapted NobleOak products into partner native experiences
Balanced marketing storytelling with insurance education
Created modular design patterns for reuse across partnerships
Phase 3 Integration, high fidelity prototyping & delivery
From concept to dev ready
I collaborated closely with the nib design, product, IT and legal teams to iterate on high fidelity prototypes and refine compliant wording across hundreds of screens spanning web and mobile experiences, including the quote tool, application journey and client portal.
Once validated and approved, I led the handover to digital agencies and engineering teams, ensuring the prototypes were translated accurately into production ready experiences aligned to design standards, regulatory requirements and platform constraints.
Deliverables
Embedded underwriting logic into UX flows
Balanced partner branding with compliance obligations
End to end high fidelity prototypes
Quote + application + portal journeys (web & mobile 100+ screens)
Design system aligned UI components, and ensured accessibility standards
Phase 4 Testing & validation
Launch through experience assurance
Worked alongside IT teams to run usability testing and validate front end and backend connectivity across the quoting tool, ensuring system logic, data flows and user interactions functioned seamlessly prior to launch.
Activities
Led end to end journey testing
Validated usability + accessibility
Conducted functional QA
Identified optimisation opportunities pre launch
Business outcomes
Enabled nib to embed life insurance into their acquisition ecosystems
Launched scalable white label distribution channels
Accelerated partner go-to-market timelines
Created repeatable partnership UX frameworks
Customer outcomes
Expanded access to life insurance through trusted brands
Reduced friction in quote and purchase journeys
Delivered more contextual, relevant protection entry points
Cecilia Xu
BD Embedded Insurance Journey |
white label UX/UI Delivery
Partnership
Budget Direct
Partnership
Budget Direct
Partnership
Budget Direct
Role
Sole Product UX Design
Role
Sole Product UX Design
Role
Sole Product UX Design
Timeline
3 months
Timeline
3 months
Timeline
3 months
Overview
BD partnered with NobleOak to offer life insurance through a white label model. Customers experienced the journey through the BD brand, while the insurance product, underwriting logic and regulatory framework sat behind the scenes with NobleOak.
The challenge was not just designing screens. It was making a complex, regulated insurance journey feel simple, credible and seamless inside someone else’s ecosystem.
At this stage in my career, I led the UX and UI design execution of the partner experience. I translated NobleOak’s quote and application framework into a BD branded interface while preserving compliance requirements, technical constraints and conversion logic.
Challenge
The challenge was to design a seamless insurance experience that balanced:
Partner brand identity
Insurance product complexity
Regulatory disclosure requirements
Conversion performance
My role
The BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue, enabling BD to offer life insurance seamlessly within their own brand experience.
I led the UX and UI design for the journey, translating NobleOak’s insurance platform into a partner branded quote and application flow.
I designed responsive interfaces aligned to BD’s visual identity while working within NobleOak’s existing system architecture. This included adapting core components, integrating required regulatory content clearly, and simplifying complex forms to improve usability and completion.
I collaborated closely with product, legal and engineering teams to ensure the experience was compliant, practical to build and ready for launch.
This project strengthened my expertise in embedded insurance distribution and set the foundation for leading larger end to end partner ecosystems in later work.
Live Preview
Impact
This work supported the expansion of NobleOak’s partner distribution model by enabling BD to offer insurance through an experience that felt native to their brand.
The design approach improved clarity across the quote journey and strengthened consistency across partner branded interfaces, supporting scalable rollout of white label products.
It also laid the groundwork for my progression into leading more complex embedded ecosystems, including the end to end nib partnership journey.
Phase 1 Discovery & journey mapping
Translating partner acquisition models into insurance journeys
I worked closely with growth and partnership teams to position NobleOak’s insurance ecosystem within each partner’s distribution model.
Key Contributions
Mapped end to end acquisition and purchase journeys
Identified friction points within embedded purchase pathways
Assessed UX uplift opportunities across quote and application flows
Outcome
Established a scalable experience blueprint that could flex across multiple partner ecosystems without reinventing journeys each time.
nib Embedded life insurance
Adapting insurance products to partner environments
Each partner required a tailored experience that aligned with their brand, customer expectations and acquisition funnel.
Design scope
Customised landing page
Embedded quote tool
Application journey
Cross sell entry points
My work
Designed customised UX flows aligned to partner business models
Adapted NobleOak products into partner native experiences
Balanced marketing storytelling with insurance education
Created modular design patterns for reuse across partnerships
Phase 3 Integration, high fidelity prototyping & delivery
From concept to dev ready
I collaborated closely with the nib design, product, IT and legal teams to iterate on high fidelity prototypes and refine compliant wording across hundreds of screens spanning web and mobile experiences, including the quote tool, application journey and client portal.
Once validated and approved, I led the handover to digital agencies and engineering teams, ensuring the prototypes were translated accurately into production ready experiences aligned to design standards, regulatory requirements and platform constraints.
Deliverables
Embedded underwriting logic into UX flows
Balanced partner branding with compliance obligations
End to end high fidelity prototypes
Quote + application + portal journeys (web & mobile 100+ screens)
Design system aligned UI components, and ensured accessibility standards
Phase 4 Testing & validation
Launch through experience assurance
Worked alongside IT teams to run usability testing and validate front end and backend connectivity across the quoting tool, ensuring system logic, data flows and user interactions functioned seamlessly prior to launch.
Activities
Led end to end journey testing
Validated usability + accessibility
Conducted functional QA
Identified optimisation opportunities pre launch
Business outcomes
Enabled nib to embed life insurance into their acquisition ecosystems
Launched scalable white label distribution channels
Accelerated partner go-to-market timelines
Created repeatable partnership UX frameworks
Customer outcomes
Expanded access to life insurance through trusted brands
Reduced friction in quote and purchase journeys
Delivered more contextual, relevant protection entry points