Cecilia Xu
nib Embedded Insurance Journey
Wealth Max
nib Embedded Insurance Journey
nib Embedded Insurance Journey
Wealth Max
Partnership
nib
Partnership
nib
Role
UX designer
Role
UX designer
Goal
Phase 1 Discovery & journey mapping
Translating partner acquisition models into insurance journeys
Wealth Max
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.
Wealth Maximiser
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
Wealth Max
nib Embedded Insurance Journey
nib Embedded Insurance Journey
Wealth Max
Partnership
nib
Partnership
nib
Role
UX designer
Role
UX designer
Goal
Phase 1 Discovery & journey mapping
Translating partner acquisition models into insurance journeys
Wealth Max
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.
Wealth Maximiser
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
Wealth Max
nib Embedded Insurance Journey
nib Embedded Insurance Journey
Wealth Max
Partnership
nib
Partnership
nib
Role
UX designer
Role
UX designer
Goal
Phase 1 Discovery & journey mapping
Translating partner acquisition models into insurance journeys
Wealth Max
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.
Wealth Maximiser
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