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One-Portal Sign In

Delaware Life Company
2024
18 months

Consolidating five fragmented sign-in experiences into one intelligent portal that serves B2B & B2C clients across all touch-points.

01 The Challenge

Five Portals, One Frustrated User Base

Our clients faced a confusing maze of entry points depending on their role. Each user type encountered completely different sign-in processes, creating a disjointed experience.

Pain Points

  • Cognitive Overload

    Multiple credentials and interfaces for each role created unnecessary mental burden.
  • Operational Inefficiency

    34% of clients logged into wrong portal monthly, consuming 23% of support time.
  • Lost Opportunities

    18% registration abandonment due to confusion about portal selection.

02 The Solution

One Portal, Infinite Possibilities

We created a single, intelligent sign-in experience that dynamically adapts based on user credentials and permissions.

Key Features

  • Smart Authentication

    Single sign-in for all user types with 2FA
  • Adaptive Dashboard

    Personalized based on role and activity showcasing policies, customer service reps, and onboarding documentations required
  • Contextual Support

    Integrated help throughout the portal
  • Unified Business View

    Complete policy portfolio visibility and performance tracker with ability to filter by state for B2B clients

03 The Process

Strategic Design Journey

Our 22-week process involved extensive research, collaborative design thinking, and iterative testing.

Steps

  • Research & Discovery (6 weeks)

    47 user interviews across all roles
    I collaborated extensively with stakeholders and engineers to map the complete ecosystem of user needs and technical constraints. Through comprehensive interviews spanning all five user roles, I identified critical requirements for personalized experiences, documented integration specifications with our 2FA provider, and catalogued system limitations that would shape our design decisions.
  • Information Architecture (4 weeks)

    Journey mapping and user flows
    I conducted strategic analysis to optimize user pathways through systematic journey mapping and flow documentation. This phase focused on identifying the most intuitive entry and exit points for each user type, understanding their core motivations for engaging with our platform, and determining the essential information hierarchy needed to fulfill their specific objectives efficiently.
  • Visual Design (5 weeks)

    Design system and prototypes
    Took the time to research and collaborate with other designers on best practices for enterprise authentication experiences. I developed a cohesive design system that could adapt to different user contexts while maintaining consistency, then created high-fidelity prototypes that demonstrated the unified portal's intelligent adaptation to each user type.
  • User Testing (4 weeks)

    Validation and iteration
    Conducted extensive usability testing with representatives from all five user roles to validate our design decisions. I facilitated moderated sessions with Fullstory to observe how users navigated the new unified experience, identified pain points in the authentication flow, and iteratively refined the interface based on real user feedback and behavioral insights.
  • Implementation (3 weeks)

    Development and launch
    Collaborated closely with the engineering team to ensure seamless translation of designs into the final product. I provided detailed specifications, conducted design reviews throughout development, and performed quality assurance testing to guarantee the launched portal met our usability standards and delivered the intended user experience across all touchpoints.

04 The Impact

Measurable Success

The unified portal delivered improvements across for our clients, agents, and back office users by unified communication and reducing onboarding friction.

Measurable Items

  • 94% authentication success (up from 73%)
  • +45% session duration more engagement
  • 67% decline in support calls due to easy, streamlined experience
  • +78% feature usage for better discovery about new policies
  • Simplified onboarding
  • Enhanced security
  • Legacy users were able to quickly access their old paper policies