Helping small businesses stay in business.
My Role
Jr Designer
UI / UX Designer
Serivces
Web Design
Design Strategy
UI / UX
Illutration Work
AmVenture is an online insurance broker for small businesses. They aim to offer tailored coverage solutions designed to help support a wide variety of professional services.
During my time at AmTrust Financial, AmVenture was born. It was a subsidiary of the parent company, but both played very different roles in the industry.
With a small team, developed the brand aesthetic and identity, website, interface, and much more.
AmVenture's aim was to provide quality insurance options for wide variety of professional specialties. These specialties range from doctors, to restaurant owners, to construction businesses. Let's meet one of our target users.
During this phase, I did a a plethora of UX Research. I studied our target user to make sure we understood who our customers were. I performed competitive analysis and market research to determine how our brand could stand out from competitors. Armed with this information, we were able to clearly define the brand's tone and positioning. See the results below:
To create effective communication with our target audience, AmVenture needed to get clear about brand visuals. When several products need to be made by three different designers, we need to make sure we are clearly on the same page to maintain the trust established by brand visuals. Also, it was important to establish a brand that was distinct from it's parent company, AmTrust Financial.
From this need, a complete design sytem was created where we defined color palettes, created an icon library, illustration library, and photo guidelines.
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Working with a small team, I created AmVenture’s website and onboarding flow from conceptual stages to execution.
The main focus was to design pages with special attention to mobile views, whilst A/B user testing alternate home pages, illustrations, CTAs, and landing page designs. Through A/B testing we found that designing a homepage with a “Get a Quote” CTA above the fold was crucial to success.
There were many deliverables for this assignment: brand guidelines document, design system creation, 100+ custom icons, illustrations, website and microsite, social media collateral, marketing collateral, environmental collateral, and the onboarding application.
For this case study, I would like to focus more on product design. But please, have a look at some of the fun things I've done for AmVenture in the slider below.
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