From fragmented workflows to one unified system

Simply Business is an insurance broker operating in the UK and US, serving customers online and through a contact center of around 250 consultants.

I led the end-to-end UX/UI design of a new case management system, transforming a fragmented back-office operation into a unified platform that helped consultants work more efficiently.

The challenge

Consultants relied on a back-office system built around disconnected tools. Even simple tasks meant switching between Google Forms, spreadsheets and internal platforms, with manual processes slowing everything down.

There was no visibility into how work was being done, no documented processes and no shared design system to support the product's evolution.

My role

I partnered with the Product Manager, Contact Center Operations Manager and 6 engineers to shape and deliver the new case management system.

I brought a user-centred approach to an environment that had never worked that way before. I mapped workflows directly with consultants, facilitated Event Storming sessions with Engineering to define the domain model, and tested every iteration with users.

Alongside the product, I built the design system from scratch, establishing components, iconography, colour and typography to give the team a consistent foundation for development.

The impact