Challenge

Life insurance professionals use mortality illustrations and probability modeling to evaluate risk and help determine appropriate coverage for their clients. The formulas behind these calculations were traditionally managed by a specialist, making the process difficult to scale and limiting how quickly agents could access the information they needed.

The client wanted to transform that expertise into a digital product that insurance professionals could use independently. My challenge was to organize a highly technical calculation process into a clear, approachable experience while establishing a credible brand for the new platform.

Solution

I designed a web-based platform that guided insurance professionals through the information required to generate mortality projections and review the resulting data. The experience was structured to make complex calculations feel manageable through clear workflows, focused inputs, and an organized presentation of results.

My work included defining the user flow, creating wireframes and high-fidelity interface designs, developing an interactive prototype, and establishing the AdvisorApex logo and visual identity.

Discovery

The product direction was shaped through conversations with the client, who provided subject-matter expertise, business requirements, and insight into how insurance professionals currently produce and use mortality illustrations.

My role was to translate that specialized process into a logical digital workflow. I focused on identifying the information users would need to provide, determining how calculations and results should be organized, and reducing the visual complexity of an unfamiliar technical process.

Persona

To better represent the platform’s intended audience, I developed a representative insurance professional persona based on client input and available industry information. The persona helped communicate the user’s likely goals, responsibilities, and level of technical familiarity while evaluating design decisions.

User Flow

I mapped the experience from initial data entry through calculation and results, ensuring that users could understand what information was required and where they were within the process. The flow was designed to reduce friction, minimize uncertainty, and present complex outputs in a format that could be reviewed and used when advising clients.

Interface Design

The interface uses clear hierarchy, focused form layouts, and consistent visual patterns to help users move through a data-heavy workflow. Inputs were grouped into manageable sections, while calculations and results were presented with enough structure and visual separation to support comprehension without overwhelming the user.

Logo

I created the AdvisorApex logo to communicate growth, progress, and professional expertise. The mark incorporates an abstract forward-pointing arrow, reinforcing the idea of advancement while giving the identity a clean and contemporary appearance.

Blue and gray were selected to convey trust, reliability, stability, and professionalism—qualities that are especially important within insurance and financial services.

Design System

Color Palette: Royal blue and dark gray form the foundation of the visual identity, creating a stable and professional appearance. Lighter blues, silver tones, and supporting accents add contrast and help distinguish actions, information, and interface states throughout the product.

Typography:
Poppins was selected as the primary typeface for its clean geometric structure and contemporary character. Its range of weights supports clear hierarchy across headings, labels, form fields, and supporting content while maintaining consistency throughout the platform.

Visual Language: The visual system combines structured layouts, generous spacing, consistent interface components, and supporting illustrations. These elements help make the technical subject matter feel more accessible while reinforcing AdvisorApex as a modern, dependable tool for insurance professionals.