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Root website
Date
April 2023
Mission
Root is a modern insurance platform offering a wide range of solutions, from policy and claims management to powerful workbench tools that enable businesses to build and launch insurance products quickly. With additional offerings like embedded insurance and flexible add-ons, Root provides a comprehensive ecosystem for insurers, brokers, and innovators.
The goal of the website was to clearly differentiate these various offerings while maintaining a cohesive, intuitive experience that helps visitors understand how Root can support their needs. The design needed to balance clarity with depth—ensuring that each product was easy to explore while reinforcing Root’s overall value proposition. Additionally, the website was continuously updated to align with evolving market trends, keeping the messaging and visuals fresh, relevant, and competitive.
My contributions
As the product designer, I designed Root's website from scratch, guiding it through all stages of the UX design process to prepare it for launch. I then designed and helped build a highly effective Webflow website that educates visitors about Root's offerings and converts them into users and customers. In addition, I created all visual materials for the site, including imagery and artwork. Over the next two years, I worked on numerous iterations of their existing platform and contributed to the launch of new features, though details remain confidential due to contractual obligations.
Services
User Interface Design
User Experience Design
User Research & User Flows
Wireframing
A/B Testing & CRO
Web design
Webflow development
SEO
