Cecilia Xu
Designing a scalable white label insurance experience | UX/UI delivery
Designing a scalable white label insurance experience | UX/UI delivery
Designing a scalable white label insurance experience | UX/UI delivery
Partnership
Budget Direct
Role
Sole Product UX Design
Timeline
3 months
Overview
BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue. It allows customers to explore and apply for life insurance directly within the BD website, while the product and underwriting are powered by NobleOak behind the scenes.
This project came at an earlier stage of my embedded insurance experience, where my focus was on UX and UI delivery across the customer journey rather than distribution strategy. I worked across landing page, quote, application and nurture touch points, shaping how the insurance experience translated into a partner branded environment.
Overview
BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue. It allows customers to explore and apply for life insurance directly within the BD website, while the product and underwriting are powered by NobleOak behind the scenes.
This project came at an earlier stage of my embedded insurance experience, where my focus was on UX and UI delivery across the customer journey rather than distribution strategy. I worked across landing page, quote, application and nurture touch points, shaping how the insurance experience translated into a partner branded environment.
Live Preview
My role
I led the UX and UI design across key stages of the journey, including landing experiences, quote tools, application flows and follow up nurture touchpoints.
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.
My role
I led the UX and UI design across key stages of the journey, including landing experiences, quote tools, application flows and follow up nurture touchpoints.
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
Challenge
Designing for white label insurance meant operating between two systems of ownership.
From the customer perspective, the journey needed to feel fully aligned to BD’s brand, tone and visual identity. From an operational perspective, the experience needed to function within NobleOak’s existing insurance platform, underwriting logic and regulatory structure.
This created layered complexity across the journey. Marketing entry points needed to transition seamlessly into quote tools, which then flowed into detailed application forms containing legal disclosures and eligibility logic. Maintaining continuity across these stages while managing compliance visibility and system constraints became a core design challenge.
Business Requirement
The partner experience needed to support customer acquisition while strengthening BD’s insurance offering within their broader financial ecosystem.
This meant enabling lead generation through landing pages, guiding customers into quote and application journeys, and supporting ongoing nurture beyond initial engagement.
At the same time, the experience needed to align with NobleOak’s operational model, ensuring captured data and eligibility pathways flowed accurately into underwriting and backend processes.
Design Requirement
The design goal was to reduce friction across a complex and high commitment product.
Landing pages needed to build trust and communicate value clearly. Quote tools required simplified inputs despite product dependencies, while application forms involved detailed personal and medical information that demanded clarity and reassurance.
Regulatory disclosures also needed to remain visible and accessible without overwhelming users or disrupting progression.
Challenge
Designing for white label insurance meant operating between two systems of ownership.
From the customer perspective, the journey needed to feel fully aligned to BD’s brand, tone and visual identity. From an operational perspective, the experience needed to function within NobleOak’s existing insurance platform, underwriting logic and regulatory structure.
This created layered complexity across the journey. Marketing entry points needed to transition seamlessly into quote tools, which then flowed into detailed application forms containing legal disclosures and eligibility logic. Maintaining continuity across these stages while managing compliance visibility and system constraints became a core design challenge.
Business Requirement
The partner experience needed to support customer acquisition while strengthening BD’s insurance offering within their broader financial ecosystem.
This meant enabling lead generation through landing pages, guiding customers into quote and application journeys, and supporting ongoing nurture beyond initial engagement.
At the same time, the experience needed to align with NobleOak’s operational model, ensuring captured data and eligibility pathways flowed accurately into underwriting and backend processes.
Design Requirement
The design goal was to reduce friction across a complex and high commitment product.
Landing pages needed to build trust and communicate value clearly. Quote tools required simplified inputs despite product dependencies, while application forms involved detailed personal and medical information that demanded clarity and reassurance.
Regulatory disclosures also needed to remain visible and accessible without overwhelming users or disrupting progression.
Process
Process
Journey mapping
I mapped the end to end customer journey from first entry through to application submission and follow up nurture.
This helped identify where users shifted from exploratory behaviour into decision making, and where reassurance or education was required.
Mapping also highlighted breakpoints between marketing environments and platform driven quote stages, allowing design to smooth these transitions.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Learning
Learning
This project built my foundation in embedded insurance journey design and exposed me to the operational and compliance layers behind partner distribution.
It strengthened my ability to design across acquisition and nurture touchpoints while working within regulated system constraints.
This experience later evolved into leading more strategic, end to end embedded ecosystems such as the nib partnership.
Impact
Impact
The experience enabled BD to offer life insurance within their branded environment, supporting an embedded distribution channel generating approximately $2.5M annually.
The work improved usability across acquisition and application stages, strengthened brand alignment and supported the scalable rollout of NobleOak’s white label insurance model.
Cecilia Xu
Designing a scalable white label insurance experience | UX/UI delivery
Designing a scalable white label insurance experience | UX/UI delivery
Designing a scalable white label insurance experience | UX/UI delivery
Partnership
Budget Direct
Role
Sole Product UX Design
Timeline
3 months
Overview
BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue. It allows customers to explore and apply for life insurance directly within the BD website, while the product and underwriting are powered by NobleOak behind the scenes.
This project came at an earlier stage of my embedded insurance experience, where my focus was on UX and UI delivery across the customer journey rather than distribution strategy. I worked across landing page, quote, application and nurture touch points, shaping how the insurance experience translated into a partner branded environment.
Overview
BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue. It allows customers to explore and apply for life insurance directly within the BD website, while the product and underwriting are powered by NobleOak behind the scenes.
This project came at an earlier stage of my embedded insurance experience, where my focus was on UX and UI delivery across the customer journey rather than distribution strategy. I worked across landing page, quote, application and nurture touch points, shaping how the insurance experience translated into a partner branded environment.
Live Preview
My role
I led the UX and UI design across key stages of the journey, including landing experiences, quote tools, application flows and follow up nurture touchpoints.
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.
My role
I led the UX and UI design across key stages of the journey, including landing experiences, quote tools, application flows and follow up nurture touchpoints.
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
Challenge
Designing for white label insurance meant operating between two systems of ownership.
From the customer perspective, the journey needed to feel fully aligned to BD’s brand, tone and visual identity. From an operational perspective, the experience needed to function within NobleOak’s existing insurance platform, underwriting logic and regulatory structure.
This created layered complexity across the journey. Marketing entry points needed to transition seamlessly into quote tools, which then flowed into detailed application forms containing legal disclosures and eligibility logic. Maintaining continuity across these stages while managing compliance visibility and system constraints became a core design challenge.
Business Requirement
The partner experience needed to support customer acquisition while strengthening BD’s insurance offering within their broader financial ecosystem.
This meant enabling lead generation through landing pages, guiding customers into quote and application journeys, and supporting ongoing nurture beyond initial engagement.
At the same time, the experience needed to align with NobleOak’s operational model, ensuring captured data and eligibility pathways flowed accurately into underwriting and backend processes.
Design Requirement
The design goal was to reduce friction across a complex and high commitment product.
Landing pages needed to build trust and communicate value clearly. Quote tools required simplified inputs despite product dependencies, while application forms involved detailed personal and medical information that demanded clarity and reassurance.
Regulatory disclosures also needed to remain visible and accessible without overwhelming users or disrupting progression.
Challenge
Designing for white label insurance meant operating between two systems of ownership.
From the customer perspective, the journey needed to feel fully aligned to BD’s brand, tone and visual identity. From an operational perspective, the experience needed to function within NobleOak’s existing insurance platform, underwriting logic and regulatory structure.
This created layered complexity across the journey. Marketing entry points needed to transition seamlessly into quote tools, which then flowed into detailed application forms containing legal disclosures and eligibility logic. Maintaining continuity across these stages while managing compliance visibility and system constraints became a core design challenge.
Business Requirement
The partner experience needed to support customer acquisition while strengthening BD’s insurance offering within their broader financial ecosystem.
This meant enabling lead generation through landing pages, guiding customers into quote and application journeys, and supporting ongoing nurture beyond initial engagement.
At the same time, the experience needed to align with NobleOak’s operational model, ensuring captured data and eligibility pathways flowed accurately into underwriting and backend processes.
Design Requirement
The design goal was to reduce friction across a complex and high commitment product.
Landing pages needed to build trust and communicate value clearly. Quote tools required simplified inputs despite product dependencies, while application forms involved detailed personal and medical information that demanded clarity and reassurance.
Regulatory disclosures also needed to remain visible and accessible without overwhelming users or disrupting progression.
Process
Process
Journey mapping
I mapped the end to end customer journey from first entry through to application submission and follow up nurture.
This helped identify where users shifted from exploratory behaviour into decision making, and where reassurance or education was required.
Mapping also highlighted breakpoints between marketing environments and platform driven quote stages, allowing design to smooth these transitions.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Learning
Learning
This project built my foundation in embedded insurance journey design and exposed me to the operational and compliance layers behind partner distribution.
It strengthened my ability to design across acquisition and nurture touchpoints while working within regulated system constraints.
This experience later evolved into leading more strategic, end to end embedded ecosystems such as the nib partnership.
Impact
Impact
The experience enabled BD to offer life insurance within their branded environment, supporting an embedded distribution channel generating approximately $2.5M annually.
The work improved usability across acquisition and application stages, strengthened brand alignment and supported the scalable rollout of NobleOak’s white label insurance model.
Cecilia Xu
Designing a scalable white label insurance experience | UX/UI delivery
Designing a scalable white label insurance experience | UX/UI delivery
Designing a scalable white label insurance experience | UX/UI delivery
Partnership
Budget Direct
Role
Sole Product UX Design
Timeline
3 months
Overview
BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue. It allows customers to explore and apply for life insurance directly within the BD website, while the product and underwriting are powered by NobleOak behind the scenes.
This project came at an earlier stage of my embedded insurance experience, where my focus was on UX and UI delivery across the customer journey rather than distribution strategy. I worked across landing page, quote, application and nurture touch points, shaping how the insurance experience translated into a partner branded environment.
Overview
BD white label insurance journey supports an embedded distribution channel generating approximately $2.5M in annual revenue. It allows customers to explore and apply for life insurance directly within the BD website, while the product and underwriting are powered by NobleOak behind the scenes.
This project came at an earlier stage of my embedded insurance experience, where my focus was on UX and UI delivery across the customer journey rather than distribution strategy. I worked across landing page, quote, application and nurture touch points, shaping how the insurance experience translated into a partner branded environment.
Live Preview
My role
I led the UX and UI design across key stages of the journey, including landing experiences, quote tools, application flows and follow up nurture touchpoints.
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.
My role
I led the UX and UI design across key stages of the journey, including landing experiences, quote tools, application flows and follow up nurture touchpoints.
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
Challenge
Designing for white label insurance meant operating between two systems of ownership.
From the customer perspective, the journey needed to feel fully aligned to BD’s brand, tone and visual identity. From an operational perspective, the experience needed to function within NobleOak’s existing insurance platform, underwriting logic and regulatory structure.
This created layered complexity across the journey. Marketing entry points needed to transition seamlessly into quote tools, which then flowed into detailed application forms containing legal disclosures and eligibility logic. Maintaining continuity across these stages while managing compliance visibility and system constraints became a core design challenge.
Business Requirement
The partner experience needed to support customer acquisition while strengthening BD’s insurance offering within their broader financial ecosystem.
This meant enabling lead generation through landing pages, guiding customers into quote and application journeys, and supporting ongoing nurture beyond initial engagement.
At the same time, the experience needed to align with NobleOak’s operational model, ensuring captured data and eligibility pathways flowed accurately into underwriting and backend processes.
Design Requirement
The design goal was to reduce friction across a complex and high commitment product.
Landing pages needed to build trust and communicate value clearly. Quote tools required simplified inputs despite product dependencies, while application forms involved detailed personal and medical information that demanded clarity and reassurance.
Regulatory disclosures also needed to remain visible and accessible without overwhelming users or disrupting progression.
Challenge
Designing for white label insurance meant operating between two systems of ownership.
From the customer perspective, the journey needed to feel fully aligned to BD’s brand, tone and visual identity. From an operational perspective, the experience needed to function within NobleOak’s existing insurance platform, underwriting logic and regulatory structure.
This created layered complexity across the journey. Marketing entry points needed to transition seamlessly into quote tools, which then flowed into detailed application forms containing legal disclosures and eligibility logic. Maintaining continuity across these stages while managing compliance visibility and system constraints became a core design challenge.
Business Requirement
The partner experience needed to support customer acquisition while strengthening BD’s insurance offering within their broader financial ecosystem.
This meant enabling lead generation through landing pages, guiding customers into quote and application journeys, and supporting ongoing nurture beyond initial engagement.
At the same time, the experience needed to align with NobleOak’s operational model, ensuring captured data and eligibility pathways flowed accurately into underwriting and backend processes.
Design Requirement
The design goal was to reduce friction across a complex and high commitment product.
Landing pages needed to build trust and communicate value clearly. Quote tools required simplified inputs despite product dependencies, while application forms involved detailed personal and medical information that demanded clarity and reassurance.
Regulatory disclosures also needed to remain visible and accessible without overwhelming users or disrupting progression.
Process
Process
Journey mapping
I mapped the end to end customer journey from first entry through to application submission and follow up nurture.
This helped identify where users shifted from exploratory behaviour into decision making, and where reassurance or education was required.
Mapping also highlighted breakpoints between marketing environments and platform driven quote stages, allowing design to smooth these transitions.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Design system application
Rather than creating new UI patterns, I worked within NobleOak’s established component framework.
This required adapting typography, colour and interaction patterns to BD branding while maintaining system consistency and development efficiency.
The approach ensured scalability across future partner rollouts without fragmenting the design system.
Information architecture for nurture opportunities
Given the volume of inputs and disclosures, structuring information became a key focus.
I worked to group related questions, sequence inputs logically and introduce progressive disclosure where appropriate.
This reduced perceived effort and made longer forms feel more manageable without reducing compliance visibility.
Collaboration & delivery
Delivery required close coordination across multiple stakeholders.
I worked alongside product managers to clarify journey logic, legal teams to validate disclosure placement and engineers to confirm feasibility within platform constraints.
Design walkthroughs and iterative reviews ensured alignment from concept through to production.
Learning
Learning
This project built my foundation in embedded insurance journey design and exposed me to the operational and compliance layers behind partner distribution.
It strengthened my ability to design across acquisition and nurture touchpoints while working within regulated system constraints.
This experience later evolved into leading more strategic, end to end embedded ecosystems such as the nib partnership.
Impact
Impact
The experience enabled BD to offer life insurance within their branded environment, supporting an embedded distribution channel generating approximately $2.5M annually.
The work improved usability across acquisition and application stages, strengthened brand alignment and supported the scalable rollout of NobleOak’s white label insurance model.