The Problem

Context & Challenges:

Brokers struggled to navigate nested menus, locate client information, and trust analytics dashboards. These inefficiencies created friction in decision-making, slowed workflow, and limited the firm’s ability to leverage insights effectively. Without a scalable design system, UI inconsistencies further frustrated users and amplified operational risk.

Why It Mattered:

Inefficient workflows directly impact business outcomes. Slow or error-prone access to client data reduces broker productivity, increases mistakes, and risks lost revenue opportunities. Low adoption of dashboards prevents informed decision-making and increases support costs. By solving these issues, the redesign could unlock broker efficiency, improve decision-making, and enhance revenue impact.

UX Strategy & Design Approach

My approach focused on outcome-driven design, with strategy informed by both research and enterprise needs:

• User-Centered Research: Conducted interviews and analyzed workflow analytics to identify pain points and priority areas.

• Information Architecture Overhaul: Simplified navigation and created clear paths for core broker tasks.

• Actionable Dashboards: Designed interactive charts and quick-glance insights for faster, data-driven decisions.

• AI & Data Integration: Predictive dashboards highlight clients or accounts requiring attention, automated suggestions reduce manual entry, and actionable analytics guide brokers to high-impact decisions. This reduces errors, accelerates workflows, and increases adoption of analytics tools.

• Iterative Prototyping & Testing: Low- and high-fidelity prototypes were tested with brokers to refine usability and balance depth for power users with simplicity for new users.

• Scalable Design System: Introduced reusable components to ensure consistency, faster development, and long-term scalability.

Implementation & Collaboration

I partnered closely with PMs, engineers, and stakeholders to ensure the redesign was both strategic and executable:

• Component Guidelines: Introduced a scalable design system that reduced dev time by 20% and ensured consistency across modules.

• Workshops & Alignment: Led cross-functional workshops to align on workflows, KPIs, and design priorities.

• Iterative Feedback Loops: Implemented regular design reviews with brokers and internal stakeholders to validate features before release.

• Handoff Optimization: Streamlined design-to-engineering handoff using detailed specifications, annotations, and interactive prototypes, reducing rework and delays.

Key Challenges & Trade-offs

• Balancing simplicity for new vs. pro brokers.

• Conflicting feedback between business and marketing, and making design decisions that balanced all interests.

• Maintaining data accuracy while simplifying dashboard visualizations.

• Minimizing friction for brokers accustomed to the old system while introducing new workflows and AI-enabled analytics.

• Adapting design decisions to accommodate legacy backend systems without compromising the user experience.

Outcome & Impact

These results demonstrate how strategic UX, AI insights, and streamlined workflows can directly drive broker productivity and business success.

Faster Ramp-Up for New Users

25% reduction in onboarding time for new brokers

Reduced Workflow Friction

20% fewer navigation errors

Accelerated Client Insights

48% faster access to client summaries

Smarter, AI-Enabled Workflows

AI-driven insights empowered brokers to prioritize high-impact accounts and reduce repetitive work

Reflections & Learnings

This project reinforced that strategic UX in enterprise software is measured by outcomes, not just screens. By focusing on user workflows, business KPIs, scalable systems, and AI-enabled insights, we improved adoption, efficiency, and decision-making across the organization—turning design into a measurable business lever.

Outcome-Driven Enterprise Design

A streamlined, AI-enabled broker portal designed to accelerate workflows and drive measurable business impact.