Case Study

Ridewise

Role:

Product Designer

Timline:

2021

Scope:

End-to-end product design, interaction design, visual concept

Industry:

Insurance, Insurtech, Consumer web

Context & Scope

Ridewise was designed as part of a proposal for a US-based insurance company exploring coverage options for low-mileage vehicles. The challenge was to guide users through a traditionally complex and opaque insurance purchase flow while keeping the experience approachable and engaging.

As a proposal project, the goal was to clearly demonstrate product thinking, interaction quality, and differentiation—showing how the experience could stand out in a competitive, trust-sensitive space.

I was responsible for the full product concept, interaction design, and presentation to stakeholders.

Interaction & Visual Concept

A key differentiator of Ridewise was its interactive progress illustration.

The wizard was accompanied by an aerial, top-down road illustration that evolved as users progressed:

At the beginning, the road appeared minimal and empty
As users advanced, buildings, landmarks, and environmental details gradually appeared
The road visually “moved” forward with each completed step

This approach turned progress into something users could see and feel, making the journey more engaging without distracting from the task itself.

The visual system was designed to support—not replace—clarity and usability, reinforcing progress rather than overwhelming the user.

Approach

The product was framed as a step-by-step wizard, designed to reduce cognitive load and help users move confidently through the journey.

Users could start by:

Searching for their vehicle via VIN, or
Manually entering vehicle details

Each step focused on a single decision, supported by clear language and progressive disclosure of information.

To reinforce a sense of progress and continuity, the entire journey was tied to a visual metaphor: a road.

Outcome

Ridewise resulted in a fully designed, high-fidelity product concept that demonstrated a differentiated approach to insurance onboarding and sales journeys.

Although the client ultimately chose a different direction, the project successfully communicated:

A clear product vision
Strong interaction and visual storytelling
Thoughtful handling of a regulated, trust-heavy domain

The work remains a strong example of concept-driven product design and creative problem-solving within real-world constraints.

Reflections

Ridewise was an opportunity to explore how narrative and motion can improve clarity in transactional products. Even in regulated environments, thoughtful visual metaphors can reduce friction and help users feel more confident as they make decisions.