UX CASE STUDY
Enterprise B2B Insurance Internal Application Redesign
Consolidating fragmented workflows across multiple applications into a single, unified experience—reducing cognitive load, and eliminating manual processes
This project, which is covered by a Non-Disclosure Agreement (NDA), restricts the sharing of detailed information and visuals. However, I can share an overview of my contributions, design approach, and the project's impact.
Role: Lead UX/UI Designer
Company: Optum Advisory
Project Overview
Consolidating Fragmented Workflows Into a Unified Experience
As part of Optum Advisory's consulting team, I led the UX strategy to consolidate multiple applications and manual processes into a single, unified application—eliminating unnecessary platform switching and empowering users to complete tasks confidently and efficiently.
The Mission
Consolidate fragmented workflows across multiple applications into a single, unified experience that reduces cognitive load and eliminates manual processes
The Approach
Designed a guided workflow that consolidates multiple applications into a single system, with intuitive navigation, embedded guidance, and flexible, business-controlled configuration.
My Role
Led offshore UX team with daily reviews and mentorship
Conducted end-to-end UX strategy from research through delivery
Facilitated cross-team collaboration
Ran two rounds of usability testing with 11+ participants
Impact at a Glance
Business Results
Secured CEO approval and Phase 2 budget
Delivered multi-month contract extension for full implementation
40% reduction in design-to-development handoff time
95% task completion rate in usability testing
Scope & Leadership
Led offshore UX team through 7-month engagement
Delivered 100+ production-ready screens
Managed 8 user shadowing sessions, 11 in-depth interviews
Presented bi-weekly to 15-20 stakeholders and client leadership
Design Transformation
Consolidated 5+ fragmented applications into unified experience
Built scalable component library with 30+ documented components
Eliminated manual handoffs through workflow automation
Enabled business-controlled configuration for non-technical users
The Challenge
A Fragmented System Slowing Down Critical Work
Our client's existing workflow forced users to navigate between multiple applications and manual processes to complete single tasks. This fragmented approach introduced unnecessary complexity, disrupted task continuity, and increased errors.
For Business
UI inconsistency made it nearly impossible to scale or update
Technical debt made changes nearly impossible
New employee training took 2x longer than industry standard
Leadership needed a measurable ROI to justify the full implementation investment
For Users
Constant platform switching disrupted task continuity
Manual processes ran alongside digital workflows (doubled effort)
High cognitive load from managing multiple systems simultaneously
System limitations prevented users from focusing on their goals
Design Process
7 Months | 100+ Screens Delivered | Bi-Weekly Client Review
I led the UX strategy from discovery through implementation using a structured Double Diamond approach, managing an offshore design team while maintaining direct client relationships.
Problem Discovery
Goal: Understand the real user experience beyond stakeholder assumptions
My Approach:
Conducted 8 user shadowing sessions to see workflows firsthand
Led 15 in-depth interviews (30-45 min each) with end users
Analyzed usage analytics to identify friction points
Documented current-state tools and pain points
Facilitated workshop with Optum UX team to map 15+ workflow scenarios (main inquiry, benefits extension, modifications, + 12 others) and identify application switching patterns across personas.
Key Finding: Discovered additional workflow variations beyond the initial 1 mapped by the business team
"I just need to look for more benefit information in the previous tool while I work on the form in the other screen…" - Participant 1, 3 years of experiience
Deliverables: Requirements documentation, stakeholder alignment workshop, expanded workflow maps
Discovery - Design workshop strategy system and initial state diagram
Participant #2, 3 years experience
"I have to switch between applications, and when I try to enter information in this application, it disappears and I have to type it again…"
Example of one of the story mappings - a workflow focusing on multiple users / different levels of authorization.
Solution Definition
Goal: Define a scalable solution that addresses both user and business needs
My Approach:
Created comprehensive FigJam board consolidating all pain points, quotes, analytics, and screenshots
Facilitated design studio workshop with Optum team and architect
Explored 4 different solution approaches
Selected component-first approach to balance speed and quality
Solution Hypothesis: By building a comprehensive design system with reusable components and optimizing information architecture around user workflows, we could:
Reduce task completion time
Improve user satisfaction scores
Create scalable foundation for future updates
Meet WCAG 2.0 accessibility standards
Design Strategy Decision: For the design strategy, I decided to develop the component library gradually alongside the high-fidelity prototypes instead of treating it as a separate initial phase. Beginning with wireframes allowed us to grasp the flow first, and then we designed the components as we created each screen — testing their effectiveness directly within the real context, rather than in isolation.
Components evolved based on actual application needs rather than theoretical assumptions, leading to more practical, reusable patterns.
Client requested business configuration capabilities mid-stream; adapted design strategy to enable non-technical users to control workflows
Deliverables: Design system strategy, workflow optimization plans, initial component patterns
Design Rational
Example of the main inquiry workflow wireframes
Development & Delivery
Goal: Deliver production-ready designs that engineers could implement independently
My Approach:
Built complete flows from low-fi → mid-fi → hi-fi prototypes
Developed component library simultaneously with hi-fi screens - as I designed each workflow, I extracted reusable patterns into documented components
Created 30+ key screens redesigned with 3 complete interactive flows
Evolved to 30+ documented components with anatomy specifications based on real application needs
Published Figma component library with style guide and usage guidelines
Conducted 2 rounds of usability testing with 11+ participants
By building components in context as I designed workflows, I made sure each component addressed real design problems rather than theoretical ones. This created a more practical, reusable library that engineers could confidently implement.
Continuous Leadership:
Daily design reviews with the offshore UX team
Bi-weekly presentations to 15-20 stakeholders and client leadership
Mentorship and quality assurance for a distributed team
Walked through and answered any design questions from engineers
Major Iteration: Accessibility audit revealed color-blind users couldn't distinguish warnings from errors; added icons to all status messages (now WCAG 2.0 AA compliant)
Result:
✅ Client CEO approved Phase 2 on the spot during final presentation
✅ 95% task completion rate in usability testing
✅ Engineers implemented designs without ongoing design support (proof of documentation quality)
Deliverables: 100+ production screens, 30+ component library built iteratively, comprehensive documentation, usability testing reports and documentation
Design Solution
A Unified Application With Guided Workflows
The new design consolidates the entire process into a single application, eliminating platform switching and manual processes. Users now follow a guided experience with clear navigation through each stage, reducing cognitive load and empowering confident task completion.
1.
Unified
Workflow
Consolidated multiple applications and manual processes into single, guided experience
Impact: 95% task completion rate in usability testing
Key Features:
Single application eliminates platform switching
Guided navigation through each stage with progress indicators
Embedded contextual help reduces support tickets
Automated processes replace manual handoffs
Streamlined task completion paths
User Response:
"It's very easy to use. I can use it now, especially since we are in the busy month…" — Participant #3, 3 years experience
2.
Component Library
Reusable UI building blocks built interatively alongside hi-fi- prototypes
Impact: 40% reduction in design-to-development handoff time
Strategic Approach: Instead of creating a component library upfront, I developed components as I designed each workflow—starting with wireframes to grasp the approach, then identifying reusable patterns as I built hi-fi screens.
Adapted proven patterns from Optum's library to client's brand (saved 3-4 weeks, gained battle-tested accessibility features)
Tested component patterns in real workflows immediately
Every component solved real design problems, resulting in higher reuse
The Process
Wireframes → Understand workflow and interaction needs
Hi-fi screens → Design specific solutions for each context
Extract patterns → Document reusable components as they emerge
Refine library → Consolidate and systematize successful patterns
Deliverables:
30+ documented components with style guide and usage guidelines
Pattern library for consistent application
Published Figma library for team scalability
Engineering Impact: Component anatomy documentation eliminated back-and-forth during handoff, enabling engineers to implement independently
3.
Business Configuration
Flexible system allowing business users to control and customize workflows
Impact: Enabled business agility without engineering dependency
Configuration Capabilities:
Business-controlled workflow rules and validation requirements
Customizable field visibility and conditional logic
Admin interface designed for non-technical users
Real-time configuration updates without code deployment
The client needed to adapt quickly to regulatory changes and regional differences. This system allowed business users to make updates independently, reducing IT bottlenecks and increasing organizational agility.
Final Validation - Usability Testing
Working with Optum's project manager, I coordinated access to the client's users for several rounds of testing. I developed the testing plan, documented the proposed approach, and gathered all research data, including each participant's summary test session.
Participant #1, 4 years experience
"I like it a lot." , "I really want to use it tomorrow."
Participant #3, 3 years experience
"It's very easy to use." "I can use it now, especially since we are in the busy month…"
Project Impact & Deliverables
The design work was fully completed and well documented, so engineers could implement it without ongoing design support. The client moved on with UI engineers instead of designers—proof that the foundation was built correctly. Phase 2 (UI & API development) was approved.
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Task Completion Rate Achieved
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Workflow Scenarios Mapped & Designed
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Production Screens Delivered to Client
What Drove Our Success
Offshore Team Leadership - Daily design reviews and facilitated workshops kept our distributed team aligned and productive. By providing consistent guidance and clear feedback loops, junior designers successfully delivered quality work that met client standards. I structured daily sync and bi-weekly design critiques, it helped create accountability without micromanagement.
Iterative Component Library Approach - Building the component library alongside hi-fi prototypes (not upfront) was the right strategic call. Starting with wireframes to understand workflows, then extracting components as we designed each screen, ensured every pattern solved real problems and was battle-tested in context.
Validation: 40% reduction in handoff time proved both the quality and practicality of the approach
Stakeholder Presentation Cadence - Presenting twice weekly to large groups (15-20 people, including client leadership) kept everyone aligned, caught issues early, and built trust. This cadence was critical to securing Phase 2 approval.
What I'd Optimize Next Time
Earlier Developer Collaboration - Although our engineering partnership was strong, involving developers during the initial creation of components (rather than afterward) would have identified technical constraints sooner and minimized iteration cycles.
Continuous Guerrilla Testing - Our two formal usability testing rounds were thorough, but quick hallway tests between rounds would have identified small issues faster—especially accessibility concerns that we caught late. I wou;d schedule weekly 15-minute guerrilla tests with available users
Documented Decision-Making Framework - I made dozens of strategic design decisions, such as choosing a component-first approach over three alternatives. Still, I did not systematically document the reasoning and trade-offs at the time. I would create a simple "decision log" in real-time for future reference and team knowledge sharing
© Created by Mara Suwannawat. 2025