Role Lead Product Designer for the end-to-end product process – from discovery and research to product strategy and final design. I worked closely with Product, insurance experts, marketing, and engineering to align business goals with user needs and deliver a scalable digital product. Challenge With no prior product or user base, we had to: * Define target users and their needs from scratch * Simplify a complex and regulated insurance product * Evaluate whether to bundle liability with home content insurance Approach We followed a structured product development framework (Double Diamond), combining user research, market analysis, and competitor benchmarking to define personas and customer journeys. These insights were translated into a clear product concept, a conversion-focused funnel, and a streamlined user flow. Building on the existing design system, we created a consistent UI, including a reusable comparison table and a conversational advisory feature to support complex decision-making.