CASE STUDY

Direct Service Dashboard

Overview

A major refresh of Liberty Mutual’s customer dashboard modernized navigation and modules for policies, billing, and claims, improving clarity and extending a new design system. The experience earned multiple gold awards from the P&C Insurance Monitor.

Project Details

Role: Lead Product Designer
Team: PM, Eng, Design System, Accessibility
Timeline: Multi-phase redesign

Challenge

Success Metrics

Process

Solution (Key features)

Outcomes

Liberty Mutual self-service dashboard on a laptop screen

Liberty Mutual's award-winning self-service dashboard provides customers with the most relevant information, and has driven business value.

Challenge

Serve many tasks (policy, billing, claims, cross‑sell, education) without overwhelming users, while adopting and extending a new design system to drive engagement and maintain accessibility.

Success Metrics

Reduce calls to customer service for common requests
Increase engagement with educational and cross‑sell content
Increase rates of self‑service transactions (policy updates, claims initiation)
Improve satisfaction with dashboard usability

Process

User Interviews: Validated priorities and pain points for online insurance tasks.
Content audit: Shifted focus to accessible customer education and strategically placed cross-sell opportunities.
Analytics + Feedback: Prioritized modules based on traffic and relevance.
Mobile Considerations: Ensured parity and responsiveness across devices.
Design System Integration: Aligned with new branding, extended tokens/components, and supported accessibility.

Personalized Cross-Sell Cards

Cross-sell cards with illustrations showing products not yet purchased by customers

Dynamic cards highlighting most relevant coverage content.

Before and After Redesign

Liberty Mutual self-service dashboard before and after redesign. Updated version includes design system components and styles, new illustrations, and brand new navigation.

Solution (Key features)

Dynamic Modules: Surface policy info, billing, claims status, and relevant content.
Task‑First Navigation: Clear grouping and iconography for high‑priority actions.
Extended Components: Dashboard‑specific patterns that stay on‑brand.
Personalized recommendations and educational content
Streamlined claims guidance

Outcomes

Fewer service calls and lower support costs
Higher engagement with educational and cross‑sell content
Multiple gold awards from the P&C Insurance Monitor
Customer feedback praising clarity, organization, and ease of use

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