Designing insurance quotation forms that let brokers close policies in ten minutes instead of hours
2026
Libelulasoft - Chubb
Services
Design Systems
Interaction Design
Client
Libelulasoft - Chubb
Location
Ecuador
Year
2026
ChubbNow is an insurance quotation and policy issuance portal for brokers and agents selling Chubb insurance products across Latin America. The product lets brokers generate quotes and issue policies entirely from a web interface — no paper, no back-and-forth emails, no waiting for underwriting to manually process forms. I joined the project as a UI designer. My role was to take the information architecture and user flows that LibélulaSoft's product team had defined — based on a decade of domain expertise with insurance clients — and translate them into a cohesive, usable interface. I designed the forms, the data entry patterns, the confirmation screens, and the overall visual language of the application. This was not a user research project. This was execution: taking deep institutional knowledge from LibélulaSoft and Chubb and converting it into screens that brokers could navigate without training.
Insurance policies in Latin America are still processed through paper forms and manual review. A broker filling out a quote might take two hours of back-and-forth — calling the client for details, emailing documents, waiting for underwriting to manually transcribe everything into their system. The timeline stretched further for complex policies. Chubb wanted to compress that timeline dramatically. They wanted brokers to enter client information once, in one place, and have a quote generated in minutes. That speed required forms that were clear enough to be self-explanatory, structured around the actual taxonomy that insurance underwriters use, and forgiving enough that minor data entry mistakes would not cascade into errors downstream. The constraint was that I had no direct access to broker users. I could not run sessions or watch people use prototypes. The knowledge lived with LibélulaSoft's product team and their relationship with Chubb — relationships built over ten years of serving insurance clients. My job was to design interfaces that made that knowledge visible and usable.
I worked from conversations with LibélulaSoft's insurance experts — product managers and business analysts who understood broker workflows intimately. We mapped out the information hierarchy: what questions came first, what depended on previous answers, where conditional logic would branch the form. This was not user research. This was domain expertise translated into structure. The ACORD taxonomy — the insurance industry's standard for policy data — became the backbone of the information architecture. Rather than fight it or try to simplify it away, I embraced it. The forms followed ACORD's structure because brokers already knew that structure. Every field label matched the terminology they used every day. That consistency reduced cognitive load and made the forms self-documenting. For form design, I established patterns early: how multi-step flows would progress, how conditional fields would appear and disappear, how validation messages would explain what went wrong without being defensive. The goal was clarity without explanation — a broker should be able to move through a form without consulting documentation or calling support. I designed the system to surface information from previous steps so brokers did not have to re-enter data. I flagged required versus optional fields clearly. I used progressive disclosure for complex sections so brokers saw only the questions relevant to the policy type they were quoting. Every decision was anchored to one principle: reduce friction between intention and completion.
ChubbNow shipped and is currently in production. Brokers can now issue policies in ten to fifteen minutes instead of two hours. The reduction in manual underwriting work has been significant enough that Chubb has extended the relationship and is planning additional products on the same platform. For me, this project clarified something about design that took me time to understand: great design is not always about discovering user needs or breaking new ground. Sometimes great design is about taking expert knowledge that already exists and making it usable. The intelligence in ChubbNow comes from insurance domain expertise. My work was making that intelligence visible and accessible through interface design. What I would do differently: I would have pushed harder for even brief sessions with real brokers early in the design phase, even if it was just a handful of people, even if it was informal. Not to replace the product team's expertise, but to validate it. The forms I designed work because LibélulaSoft's team knows the domain deeply. They would work better if I had seen that knowledge translated into actual behavior, not just in conversations. That is a lesson I carry forward.
