Epic Tree | Project Showcase: Blue Insurance

Project Brief

A full revamp of the Blue Insurance website, covering the core online insurance purchase flow. As Product Owner, I aligned expectations across departments and led user research and product direction to ensure the revamp met the company's core business goals.

Project Type

Corporate Website & Online Insurance Platform

Involvement

Stakeholder Management User Research GA Data Analysis Vendor Management UI/UX Design QA

No. of Service Pages

200+

No. of Component

60+

Impact

Aligned expectations across departments, balancing different stakeholders' priorities while safeguarding a clear product direction for the revamp
Commissioned a marketing research firm to conduct user research and interviews, accurately capturing user pain points in the online insurance purchase flow
Analyzed GA data from the legacy site to identify drop-off points, grounding the revamp in data
Managed the design agency's output through Scrum, stepping in personally to execute UI/UX when the delivered design fell short
Owned QA personally, ensuring the revamped online purchase flow ran reliably — directly impacting the company's core conversion performance

Blue Insurance

200+

60+

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