Cecilia Xu
nib embedded insurance journey
NobleOak’s growth strategy extended beyond direct channels into embedded distribution partnerships, enabling major brands to offer life insurance within their own acquisition ecosystems.
This meant designing experiences that could:
Integrate into partner platforms
Align with different brand environments
Meet strict regulatory obligations
Maintain conversion performance
I led UX design across the end to end white label lifecycle, from partner discovery to post launch optimisation, ensuring each journey balanced commercial, compliance and customer needs. Supported NobleOak expand distribution beyond direct channels, contributing to an increase of over $2M in partnership driven revenue.
Other key partners included:
RAC · Budget Direct · Singapore Airlines · Costco · Heritage Bank
Partnership
nib
Partnership
nib
Partnership
nib
Role
Product UX Design
Role
Product UX Design
Role
Product UX Design
Timeline
5 months
Timeline
5 months
Timeline
5 months
Goal
The goal was to design and launch embedded, white label insurance experiences that enabled NobleOak to scale distribution through partner ecosystems, delivering compliant, conversion optimised journeys that felt native to each partner brand while expanding customer access to life insurance.
This work enabled partners such as RAC and Budget Direct to monetise their customer ecosystems through integrated life insurance offerings, creating new revenue streams across co branded acquisition channels.
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.
Phase 2 White label product design
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
Impact
The work extended beyond interface design, it enabled up to $2-3M new revenue infrastructure.
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
nib embedded insurance journey
NobleOak’s growth strategy extended beyond direct channels into embedded distribution partnerships, enabling major brands to offer life insurance within their own acquisition ecosystems.
This meant designing experiences that could:
Integrate into partner platforms
Align with different brand environments
Meet strict regulatory obligations
Maintain conversion performance
I led UX design across the end to end white label lifecycle, from partner discovery to post launch optimisation, ensuring each journey balanced commercial, compliance and customer needs. Supported NobleOak expand distribution beyond direct channels, contributing to an increase of over $2M in partnership driven revenue.
Other key partners included:
RAC · Budget Direct · Singapore Airlines · Costco · Heritage Bank
Partnership
nib
Partnership
nib
Partnership
nib
Role
Product UX Design
Role
Product UX Design
Role
Product UX Design
Timeline
5 months
Timeline
5 months
Timeline
5 months
Goal
The goal was to design and launch embedded, white label insurance experiences that enabled NobleOak to scale distribution through partner ecosystems, delivering compliant, conversion optimised journeys that felt native to each partner brand while expanding customer access to life insurance.
This work enabled partners such as RAC and Budget Direct to monetise their customer ecosystems through integrated life insurance offerings, creating new revenue streams across co branded acquisition channels.
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.
Phase 2 White label product design
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
Impact
The work extended beyond interface design, it enabled up to $2-3M new revenue infrastructure.
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
nib embedded insurance journey
NobleOak’s growth strategy extended beyond direct channels into embedded distribution partnerships, enabling major brands to offer life insurance within their own acquisition ecosystems.
This meant designing experiences that could:
Integrate into partner platforms
Align with different brand environments
Meet strict regulatory obligations
Maintain conversion performance
I led UX design across the end to end white label lifecycle, from partner discovery to post launch optimisation, ensuring each journey balanced commercial, compliance and customer needs. Supported NobleOak expand distribution beyond direct channels, contributing to an increase of over $2M in partnership driven revenue.
Other key partners included:
RAC · Budget Direct · Singapore Airlines · Costco · Heritage Bank
Partnership
nib
Partnership
nib
Partnership
nib
Role
Product UX Design
Role
Product UX Design
Role
Product UX Design
Timeline
5 months
Timeline
5 months
Timeline
5 months
Goal
The goal was to design and launch embedded, white label insurance experiences that enabled NobleOak to scale distribution through partner ecosystems, delivering compliant, conversion optimised journeys that felt native to each partner brand while expanding customer access to life insurance.
This work enabled partners such as RAC and Budget Direct to monetise their customer ecosystems through integrated life insurance offerings, creating new revenue streams across co branded acquisition channels.
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.
Phase 2 White label product design
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
Impact
The work extended beyond interface design, it enabled up to $2-3M new revenue infrastructure.
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