Selective Insurance

Selective Insurance

Small Business Insurance Policy Quoting and Issuance Software

Selective Insurance Company of America provides insurance products and services to businesses, public entities and individuals through independent agents in 27 Eastern, Southern, Midwestern, and Southwestern states and the District of Columbia.

UX Team was hired to redesign User Experience of Selective’s Small Business Policy Quoting and Issuance application.

First, we started by shadowing insurance agents onsite at various agency offices so that we can learn first-hand what challenges the agents deal with on a daily basis. Then, we researched competitor systems and analyzed usage data to see what we can learn and apply to the new design.

Once we felt we could begin working on a well-informed design, we started to iterate through some initial wireframes and process flow diagrams. Then, we created visual design mockups before started to prototype the full user experience in a semi-functional Angular front-end.

Finally, we tested the usability of our Angular prototype through a series of three usability tests with insurance agents until we arrived at a design that proved to not only be usable but extremely fast to get through.


  • Team Work Sessions
  • User Shadowing & Interviews
  • Wireframing
  • Visual Design Mockups
  • Usability Testing
  • Front-end Angular Development