LINH MCDERMOTT
Insurance Premium Calculation Platform for CBA insurance advisors
The CommBank Advisor Platform was designed to help financial advisors easily create, customise, and manage life insurance quotes for their clients. The existing quoting process was fragmented across multiple tools and lacked visibility for both advisors and clients, resulting in inefficiencies and inconsistent experiences. My role was to lead the end-to-end UX/UI design — from research and low-fidelity concept development to high-fidelity prototypes — creating an intuitive, mobile-responsive interface that simplified complex insurance options, improved advisor efficiency, and supported compliance. The final design streamlined quoting, reduced time-to-quote, and enhanced confidence for advisors delivering tailored insurance advice.
Prototype Hi-fidelity designs
Discovery
As part of the discovery process, define problems we are trying to solve:
Advisors faced a fragmented and time-consuming quoting process that required navigating multiple systems, manually re-entering client data, and interpreting complex insurance options without clear guidance, leading to inefficiencies, inconsistent client experiences, and a lack of transparency in how quotes were created, customised, and managed throughout the end-to-end insurance journey.
Case study PDF
A case study of the UX end-to-end process for UBank home loans including user testing from Inception to high fidelity design
User scenarios
I began by meeting with product owners and business SMEs to clarify objectives — what we needed to learn (e.g., typical quote creation scenarios, customisation needs, compliance checks).
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Facilitating collaborative sessions with advisors, stakeholders, and users to gather insights and generate ideas.
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Co-creating preliminary designs and validating concepts through user feedback.
Mapping workshops
I planned and facilitated 2 workshops to uncover customer needs, create empathy with our user base
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Facilitating collaborative sessions with advisors, stakeholders, and users to gather insights and generate ideas.
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Co-creating preliminary designs and validating concepts through user feedback.
Task analysis
I conducted stakeholder interviews and observation sessions with insurance advisors to capture their real-world quoting workflows, then mapped each step—inputs, decisions, tools, and outputs—into a detailed end-to-end task analysis diagram to identify friction points and streamline the advisor journey.
Analytics
Leveraged a range of analytics tools—including user behaviour tracking, heatmaps, and funnel analysis—to understand the current state of the experience, identify pain points and drop-off moments, and establish quantifiable success metrics to measure the impact of design improvements and overall product performance over time.
Lo fi designs for definition and shaping
As part of the shaping design phase, I created low-fidelity wireframes to rapidly visualise and explore key user flows, focusing on structure, layout, and task hierarchy rather than visual detail, allowing stakeholders and cross-functional teams to align on core functionality early, validate user needs, and iterate quickly on the overall experience before progressing to high-fidelity designs for the OWNA Child Care Centre portal.
Usability testing
Planned, prepared, and facilitated usability testing sessions using mid-fidelity prototypes to validate design concepts and user flows. Responsibilities included recruiting participants, creating realistic user scenarios and test scripts, observing and analysing user interactions, and synthesising findings into actionable insights. These insights informed iterations to the high-fidelity designs, ensuring the final product was intuitive, accessible, and aligned with user needs.
Elaborate to Hi fi designs and prototype
During the shaping phase, I translated user insights into low-fidelity wireframes to explore layout, navigation, and interaction patterns, validating key workflows with stakeholders and end users. As the design matured, I refined these into high-fidelity prototypes, conducting design reviews and critiques with the broader team to ensure usability, accessibility, and alignment with the design system.
In the elaboration phase, I finalised UI specifications, prepared annotated Figma files with design tokens and component details, and collaborated closely with developers to ensure accurate implementation and smooth handover
Final designs
An interactive prototype demonstrating the design solution for the advisor platform. Prototypes are used as a tool to help the team understand the interaction cues and behaviours and to validate the design in user testing.
Calculator for insurance advisors
Enter in details of the policy holder
Advisor of current applications
Conclusion
This case study exemplifies a user-centered approach to designing a solution that meets the needs of CBA insurance advisors. By following a structured design process from initiation to delivery, we ensured that the final product is both effective and efficient, ultimately enhancing the advisors' ability to serve their customers better. The interactive online case study serves as a testament to the thorough and collaborative effort invested in this project, highlighting the importance of understanding user needs and translating them into practical, high-quality design solutions.