Led the end-to-end design of a new multi-vertical platform spanning insurance, physical products and digital services. Defined the product structure from first principles, unified three distinct journeys within one scalable system, and simplified checkout to create a cohesive and commercially viable experience.
Role: Product Design · UX Architecture · Interaction Design · Prototyping · Usability Testing · Design System Strategy · Delivery with Product & Engineering
Summary
Designed and launched a multi-vertical platform spanning insurance, physical products and digital services. The challenge was defining the product itself, not just designing screens. The goal was to create a cohesive, scalable e-commerce experience that could support three distinct offerings within a unified system.
Challenge
The platform needed to accommodate three fundamentally different models:
Insurance comparison and purchase flows
Physical product e-commerce
Digital account services
Each vertical had different user expectations, legal requirements and conversion behaviours. The core problem was structuring these into one intuitive system without fragmentation or duplicated logic.
Approach
Product Definition
Before moving into UI, I mapped the structural logic of the platform. This included:
Defining how insurance, products and digital services coexisted within one navigation system
Aligning terminology across verticals
Establishing shared patterns for search, filtering and checkout
The priority was clarity over feature density.
Homepage
Pet store home page showing the main banner image, with value proposition at the bottom of the banner. We have Call to Action button to take the user straight to the advertised product page, also main categories of the store is listed below the banner image, (food, clothing, treats, novelty, grooming) we also have recommended items on this page, based on needs of the individual users.
Homepage Strategy
The homepage needed to introduce multiple verticals without overwhelming users. Instead of equal weighting, content hierarchy was shaped around commercial priority and expected intent.
Clear top-level entry points for each vertical
Personalised account prompts for returning users
Promotional space reserved for high-margin or seasonal products
This created flexibility without sacrificing clarity.
Checkout Experience
The checkout flow was treated as the highest-risk journey due to direct revenue impact.
Simplified cart and checkout to minimum viable steps
Reduced cognitive load through progressive disclosure
Standardised payment and confirmation patterns across verticals
Consistency was prioritised over bespoke flows to support scalability.
Trade-offs
Designing three product journeys simultaneously required prioritisation. The e-commerce checkout was treated as the highest-risk journey due to its revenue impact. As a result, deeper personalisation features and advanced filtering were intentionally scoped for future iterations.
Filtering complexity was reduced following early testing, despite stakeholder preference for granular controls. The decision prioritised clarity and completion rate over feature depth.
Development constraints also influenced the approach. A scalable component system was prioritised over bespoke layouts to ensure long-term maintainability across insurance, commerce and account areas.
Outcome
Delivered a scalable multi-vertical e-commerce platform from zero to launch-ready. The solution aligned three distinct offerings under a unified design system, simplified checkout to the minimum viable steps and established structural foundations for future expansion.