Elevating Insurance

Reimagining Brighthouse Financial’s consumer and advisor end-to-end experiences.

Situation

For more than seven years, Brighthouse Financial (BHF) has trusted EY to deliver innovative digital solutions that elevate advisor and consumer experiences, consistently exceeding user expectations and setting BHF apart from traditional insurers.

My Role

I served as the lead content designer and strategist for more than three years, providing the broader design team with strategic content recommendations and UI content for over a dozen key UX initiatives.

Advisor Experience 2.0

  • Collaborated with UX and design teams to establish compelling narratives that guided the design and development of BHF’s new advisor experience, ensuring alignment with user needs and business goals.

  • Advocated for a user-first approach in content strategy, prioritizing flexibility, clarity, and trust to align with Brighthouse Financial’s mission of delivering exceptional experiences.

  • Empowered Brighthouse’s marketing and web teams with a digital writing guidelines to drive consistency across the advisor and consumer experiences.

  • Leveraged an agile workflow to provide UI copy to designers and client stakeholders on an as-needed basis.

Support Center Redesign

  • Enhanced usability by introducing a variety of content formats (e.g., text, video, and interactive tools), meeting diverse user preferences and improving accessibility.

  • Increased transparency and user trust by providing real-time wait time information and curated, clear content tailored to user needs.

  • Elevated the user experience for financial professionals by ensuring advisors have access to comprehensive resources and FAQs, empowering them to better serve their clients.

Insights 2.0

  • Designed and implemented streamlined navigation for BHF.com’s Insights section to enhance wayfinding, ensuring users can efficiently locate and discover thought leadership content.

  • Developed content governance recommendations to keep content fresh and relevant, reinforcing BHF’s position as a thought leader in the annuities and life insurance industry while supporting key business objectives.

  • Delivered a content-tagging and taxonomy framework, reducing number of topics from 43 to 12 to maximize access points for all content and allow topics to be showcased in the Insights top navigation.

  • Aligned content strategy with user research insights, ensuring the design and delivery of the section met the needs of financial professionals and potential customers alike.

Advisor and Consumer Tools

  • Focused on storytelling to create interactive sales tools that empower users to explore financial scenarios and outcomes while enabling financial professionals to effectively communicate product value.

  • Prioritized user empowerment by shaping tools that allow customers to actively engage with their financial planning, fostering confidence and ownership.

  • Facilitated impactful design decisions by advocating for clear, user-focused narratives that enhanced tool usability and strengthened customer engagement.

  • Enhanced sales enablement by ensuring the tools not only informed but inspired financial professionals to become authoritative and effective storytellers.

Advisor Ecosystem Blueprint

  • Conducted in-depth research through 17 stakeholder interviews with division and department leads to map the advisor ecosystem, uncovering pain points and identifying opportunities for process improvement.

  • Developed a detailed advisor journey blueprint outlining all touchpoints, platforms, and channels (physical, digital, web, mail) from prospecting to post-purchase.

  • Pinpointed inefficiencies and NIGO occurrences to help operations teams streamline processes and better support advisors

eForms Integration

  • Enhanced searchability and findability of forms, ensuring users could quickly locate and complete necessary tasks with minimal friction.

  • Developed a forms governance plan to streamline user interactions by establishing a taxonomy for improved searchability and categorization of dynamic webforms.

  • Simplified and standardized form titles through consistent naming conventions, enhancing usability and ensuring clarity across all touchpoints.

  • Supported business objectives by designing forms that reduced Not-In-Good-Order (NIGO) submissions and lowered call center volume, improving efficiency and customer satisfaction.