Case Study: WatchTower


  • brief

    Service design for the non-medical employee benefits space.

  • tools

    Illustrator, Photoshop, InVision

Problem Statement

The corporate insurance benefit Request for Proposal (RFP) process is complicated and labor-intensive for insurance brokers.

Through complicated communications with multiple insurance providers, brokers are tasked with analyzing benefits for their clients.

WatchTower Benefits

WatchTower is a SaaS technology start-up that seeks to modernize the Request for Proposal (RFP) process, specifically within the non-medical employee benefits space. “Centered on proprietary document extraction technology, [WatchTower’s] system captures the relevant information from insurance policy and proposal documents, allowing for an accurate, detailed plan analysis.”

Through an engagement with DESIGNATION, UX and UI were completed by small teams in two 2.5 week design sprints across overlapping cohorts. Building on a new UX foundation, my project team was tasked with UI, refining the look of WatchTower’s proprietary client-facing technology.

Project Team

  • Sahil Budhawani

    UI Designer

  • Daryle Maciocha

    UI Designer

  • Nik Payne

    UI Designer

  • Teresa Sedlacek

    UI Designer

Competitive Analysis

Our team began a short period of research into the insurance brokerage space. To gain an understanding of the insurance domain (and service design in general), we looked at various insurance broker and health insurance platforms: Insly, Benefits Age, Cigna, Xuber, Lemme, The Hartford, and Progressive, examining each for content, voice, and design.

Across the platforms we analyzed, clarity of and accessibility to information was an important commonality. Design and style followed suit, always in a trustworthy mode, defined by predominantly blue and blue-green color palettes (signifying trustworthiness and reliability) with the occasional orange (often representing vitality and health).

visual design

Design Exploration & Style Tiles

Upon completing the research phase, we were tasked with individually developing three distinctly different style tiles. Since the design was of specific functionality of the WatchTower platform, we all utilized various platform components and styled them appropriately.

My tiles varied in feel from user-friendly and inviting to tech-focussed, data-driven, and serious. In what is essentially styling data tables, there is a surprising and satisfying diversity in potential approaches. Bright color was a stated goal of the WatchTower team as well.

watchtower style tile 01
watchtower style tile 02
watchtower style tile 03

The WatchTower team was very engaged during the design process and had a very clear vision for their platform.

They offered well-considered and detailed feedback on all of our stylistic choices, so our individual directions were clear when proceeding to high fidelity screen designs.

Final Designs

Working from the recently completed annotated wireframes, my final high fidelity designs leverage the tile design pattern and a bright, friendly color palette. The user (insurance brokers) will often need to access data from up to 12 different RFPs, necessitating working with a pair of conventional desktop monitors.
By collapsing, expanding, and reordering RFP columns as needed, the user can more easily access necessary information. Comparing in two separate RFPs can now be done side-by-side, regardless of the column’s original onscreen position. See the InVision prototype here.

watchtower screens row 01
watchtower screens row 02

final deliverables

screens & one page promotional site

In addition to high fidelity platform screens, we were also tasked with designing a single-page promotional site for WatchTower. Again the WatchTower team was very clear-eyed in their vision for the promotional site, naming several favorite sites to emulate.

Allowing blue-green to dominate the design, the site clearly communicates accessibility and ease-of-use.

watchtower desktop mobile

style guide

In addition to a full set of high fidelity screens, we each delivered a style guide, detailing imagery, custom iconography, and typographic treatment throughout the platform.

This final deliverable serves as a useful working document for the WatchTower team as they restyle the app. Details not discernible in the page thumbnails here can be viewed in full via the downloadable PDF link below.

watchtower style guide 01
watchtower style guide 02
watchtower style guide 03