Storti Faggiano
Redesigning Trust in Insurance
ROLE
UX/UI Designer
TOOLS
Figma, Figjam
SKILLS
UX Research, Wireframing, Prototyping, Mobile UI Design, Usability Testing.
CHALLENGE
How can a family-owned insurance company preserve personal trust while stepping into digital transformation?
This project started as my bootcamp final project, but it quickly became something more: an attempt to solve a real problem affecting both users and the insurance agency.
Storti Faggiano is a family business that prides itself on caring for people, not just selling them policies. But their digital platform didn't reflect those values.
Customers got lost in confusing forms, couldn't easily compare options, and when they needed to file a claim (the most stressful moment), the process was anything but clear.
The most important insight came early: nobody downloads an insurance app. Users don't want another application taking up space on their phone.
They just want to solve what they need and move on with their lives.
So if we couldn't ask them to download an app, we had to make the website work perfectly.
WHAT WE DISCOVERED
I started by investigating what was really happening, both from the users' side and the business side.
Client Insights (Storti Faggiano):
Insurance agents spent hours doing repetitive tasks that could be automated: sending certificates, reminders, quotes. Everything was manual.
"We waste time on things that could be automatic, like sending policies, reminders, or certificates."
"A quote could be automated."
"Our provider's app is great and nobody downloads it."
Additionally, each insurance company had its own system, making it impossible to centralize or automate processes. Customers preferred WhatsApp or phone calls over the available digital tools.
User Insights:
We conducted interviews and surveys with real insurance users. We discovered five key patterns:
Step-by-step claim process is crucial: During stressful moments users want clear, guided instructions.
Multi-quotation comparison: Active users want to compare options quickly and transparently.
Payment management: They want to pay online, quickly, and receive automatic confirmations.
Personal contact still matters: Even digital users value the human connection. They trust real people for confirmation or help.
Simplicity and accessibility: Apps are often seen as unnecessary or complicated. Users prefer clear websites or simple mobile access.
The critical insight:
"The only reason I use my insurance app is to download my policies."
This comment changed everything. If users only saw value in one specific function, then we needed to build a complete web experience that was so useful they wouldn't need an app.
USER PERSONA
We created two personas to guide our decisions
DEFINING THE PROBLEMS
Problem 1:
Active insurance users need to find a way to compare, understand, and manage their insurance options simply and reliably, but complex and poorly connected systems make it difficult to access key information and make confident decisions.
Problem 2:
Existing insurance users need to find a way to report and track claims intuitively and stress-free, because during moments of high anxiety, confusing procedures and long delays amplify frustration and reduce trust in the provider.
ANALYZING WHAT ALREADY EXISTED
Before designing anything new, we analyzed the current website using heuristic usability principles. The findings were clear:
Error prevention:
The site didn't provide feedback during form submissions. This created uncertainty, especially in stressful moments like reporting a claim.
We decided to include this in our design
Match between system and the real world:
Insurance terms were overly technical and text-heavy. Visuals didn't help understand coverage or benefits.
Consistency and standards:
Visual design (colors, buttons, typography) and layout varied between pages. This reduced trust and made navigation difficult.
Aesthetic and minimalist design:
Pages were dense with text and had low visual hierarchy. Users felt overwhelmed and couldn't quickly identify key information.
Help & documentation:
There was no accessible help section or FAQs explaining how to file claims or choose insurance.
MID-FI PROTOTYPING AND TESTING
We focused on two main flows: quote consulting and claim reporting, because these were the features most users said they wanted to see.
After creating a Mid-fi prototype, We did user testing and presented the ideas to the client for feedback.
Key feedback:
"The form is intuitive, but we only need it for one of the providers we work with."
"We should only have car and home incident reporting because other incidents are too complicated for a form. People will have to communicate with providers anyway."
"At the end of the form, add a button to contact us to report other incidents."
This feedback was valuable because it helped me focus on what really mattered and not over-design solutions for complex edge cases.
SOLUTION
The result is a site that feels human, not like just another corporate platform. It's clear, reliable, and designed for the moments when people really need help.
Note: The high-fidelity wireframes are in Spanish, as this project was designed for an Argentinian insurance company and their local user base.
QUOTE CONSULTING
CLAIM REPORTING
LEARNINGS AND NEXT STEPS
This project taught me that designing for insurance isn't just about creating pretty interfaces—it's about understanding moments of stress, anxiety, and the need for control.
I learned that:
Sometimes the right solution is not to create an app. Users don't always want more technology; they want less friction.
Human contact still matters, even in digital experiences. Design should facilitate, not replace, personal connections.
Visual consistency and clear language are fundamental to building trust, especially in industries like insurance where people are already skeptical.
Next steps:
Implement the rest of the must-have features (policy renewals, automatic reminders, integrated online payments).
Adjust branding based on latest feedback.
Create an optimized mobile version.
More usability testing to iterate on current flows.
Explore API integration to improve communication between providers and the company, reducing manual work.
Storti Faggiano started as a bootcamp project, but it became a deep exploration of how design can humanize experiences that traditionally feel cold and complicated. It was a reminder that the best design is the one that feels invisible, the one that simply works when you need it most.
