01
Sales dashboard
Start from the partner workspace and product catalogue.
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Overview
Overview
Designing a scalable purchase flow for partner-led insurance
This flow expanded the insurance journey from one insured person to multiple insured people under the same contract across Affina Pro and Web.
My role was to work with BA, Business Owner, Product, and IT to clarify requirements, translate rules into user flows, design UI states, and prepare implementation-ready handoff.
User
Adding one more person changed the logic of the whole journey
People were not only buying for themselves. They were buying for a spouse, child, parent, or another family member.
FAMILY RELATIONSHIP
Self → Spouse → Child → Parent / other family member
This created an opportunity for Affina to support multi-insured purchases within one health insurance journey.
Journey
One need, two journeys
The same family-insurance model had to work for both sales-assisted and self-service channels.
FAMILY INSURANCE NEED
→Buy for multiple members
ASSISTED SALES
Affina Pro
Affina Pro
Sales fills data
Sales prepares order
Send request to buyer
Customer confirms
SELF-SERVICE
Web App
Web App
Customer fills data
Customer selects plan
Customer completes info
PAYMENT
→FAMILY POLICY
Design Problem
Problem Statement
We turn family details into the right coverage.
Input factors
Age · Relationship · Eligibility · Pricing
↓ MATCH SUITABLE PLAN ↓
Output
Different benefits for each member — optimized for the whole family.
Key principle
The right benefits for the right person, at the right price.
MemberExample benefits
Self
Primary insured
Health check · Telehealth
Spouse
Partner
Maternity · Outpatient
Child
Dependent
Pediatric care · Accident
Parent
Dependent
Chronic care · Inpatient
Why this matters
Each member may have different health needs and benefit preferences.
Design Problem
Design Goal
Design one scalable family-insurance model that could work across both assisted and self-service journeys.
01Make multiple insured members manageable
02Keep complex insurance rules understandable
03Keep the experience consistent across channels
Deep Dive 01
Affina Pro · Sales-assisted
Configure a family policy without losing anyone
Sales can move from product discovery to a complete family application while every insured member remains visible and editable.
02
Product overview
Explain the offer, commission and core benefits before setup.
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03
Family assessment
Capture the household structure and insurance needs.
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04
Provider shortlist
Compare eligible plans without losing the family context.
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05
Benefit setup
Configure coverage and benefits for the selected plan.
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06
Buyer details
Add the buyer and connect each insured family member.
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07
Family review
Check every person, relationship and required detail together.
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08
Payment
Complete the purchase with a consolidated family premium.
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Deep Dive 02
Website · Self-service
Give customers ownership without exposing the complexity
The same family model is translated to self-service with stronger guidance, explicit progress and a single review surface.
01
Browse products
Enter the health-insurance catalogue from the public website.
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02
Set family criteria
Use age, gender and budget to narrow eligible options.
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03
Review a plan
Understand benefits, exclusions and the target customer.
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04
Add the buyer
Capture individual or business policyholder information.
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05
Add insured members
Build the family group one insured person at a time.
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06
Review the application
Surface missing data before the family can continue.
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07
Complete the family
Confirm buyer and insured-member details in one place.
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Designing beyond the happy path
Rules become clear next actions
The happy path stays readable because eligibility, family composition and upload issues are explained as focused recovery states.
STATE 01
Age rule
Explain eligibility constraints at the moment they matter.
STATE 02
Family validation
Show which member blocks the current configuration.
STATE 03
Member added
Confirm the action and keep the user inside the journey.
STATE 04
Incomplete upload
Identify missing rows and offer a direct recovery path.
STATE 05
Upload failed
State the file problem and provide a clear retry action.
From rules to production
Turning business logic into a design that could ship
BRD / Business request
→Clarify rules with BA & Owner
→Map happy path + edge cases
→Design cross-platform patterns
→Review feasibility with Dev
→Annotate states & behavior
→Handoff + UI audit
* Every decision was backed by technical constraints and underwriting rules mapped beforehand.
01 — ALIGNING BUSINESS LOGIC
Pre-empting rule friction
Clarified dependencies and required states before finalizing UI.
02 — DESIGNING ACROSS CHANNELS
Unified underlying core
Translated one family model across assisted and self-service channels.
03 — MAKING EDGE CASES READY
Documenting the details
Specified validation, switching, pricing updates, and exception flows.
