Cavalry Insurance: architecting a B2B ecosystem
Most local brokerages rely on relationships, but their digital presence often creates friction rather than trust. I moved Cavalry from a non-functioning single-page site to a strategically tiered multi-page platform.
Role
Lead Product Designer
Type
Internship
Skill
Figma, Wix, responsive design, information architecture
Duration
5 weeks
Team
Solo
The challenge
A digital dead-end: no services, no team, no locations, no trust.
The CEO wanted application forms compiled onto the site and brought up to industry standards. Retail brokers hit broken links, invisible offerings, and no clear CTA.
The solution
A functional, multipage B2B ecosystem built for retail broker and underwriter workflows.
- Centralized application hub instead of multi-email exchanges
- Most Popular Packages as a starting point for customers
- Meet the Team and a partners carousel for authority
The impact
Shipped on Wix with a 22-page design handbook for staff who are not engineers.
- One-stop application link
- Service offerings finally visible
- Editable templates so packages and forms can change without a designer
Finding the scope
Unlike studio projects, the brief was fragmented. I defined the problem through three lenses.
- Market alignment: competitor and B2C insurance sites
- Heuristic evaluation: friction, dead ends, missing CTAs
- Stakeholder vision: interviews with employees and underwriters
Site map
Cover the necessary pages without duplicating content.
A dedicated team page folded into Meet Us. Home reviews were cut because testimonials already did that job. Navigation stayed simple on purpose.
Design system
Tonal blues for institutional trust, with a high-contrast accent reserved for CTAs.
Critical path actions — like opening an application — stay visually loud against dense product information. Wix templates were designed so staff can update packages in real time.