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Overview
I co-led the transformation of ThreeFlow’s Broker platform by shaping a future vision that aligned product, engineering, and research around a unified broker experience. Grounded in both customer insights and business strategy, I championed initiatives that brought greater transparency, simplified how brokers accessed the platform, and introduced a continuous engagement model to deepen relationships. Through close collaboration with cross-functional leaders, I ensured the work integrated seamlessly with the broader platform, creating a scalable foundation that strengthened customer retention and advanced ThreeFlow’s long-term business growth.
Goals:
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Simplify onboarding by centralizing how brokers add, manage, and track employer clients.
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Build trust through transparency by clearly showing progress and ThreeFlow’s role in driving outcomes.
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Drive sustained engagement by delivering ongoing value that motivates users to return.
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Support business growth by surfacing actionable data that strengthens broker decision-making.
ROLE
Co-Lead Design & Research
RESPONSIBILITIES
End-to-end UX and UI Design process
COLLABORATORS
Lead Product Designer, Product Manager/Director, Product Marketing, Design Systems, Analytics, Engineering, and Data Science
The challenge
The challenge was to evolve ThreeFlow’s Broker platform beyond a transactional tool into a strategic partner for brokers. Onboarding was fragmented, entry points were inconsistent, and users lacked visibility into their progress or the value the platform was delivering. This not only limited engagement but also hindered the business’s ability to retain customers and scale. We needed to reimagine the experience in a way that simplified onboarding, built trust through transparency, and motivated brokers to continuously return while ensuring the solution could integrate seamlessly with the broader platform and support long-term business growth.
BUSINESS NEED
Strengthen broker retention and adoption by evolving the platform into a central hub for managing employer clients.
USER NEED
Brokers needed a clear, streamlined way to onboard and manage clients with visibility into their progress and the value ThreeFlow delivered.
The existing experience
At the start of the project, ThreeFlow’s platform was limited to a basic intake form, requiring brokers to depend on underwriters to enter and normalize data on their behalf. Our goal was to expand brokers’ self-service capabilities and enable them to manage and scale more of their activities directly within the platform.
After analyzing both direct competitors and apps outside the market with similar user behaviors, we identified a clear path forward.
User insights
Based on initial insights and internal SME collaboration sessions we came up with a new flow and early concepts that we vetted with 5 different broker users via hour-long in-depth interviews.
Our analysis revealed a few themes which directly informed further iterations of the new Broker platform.
Onboarding friction
Brokers face a fragmented, time-consuming onboarding process that limits self-service.
Lack of visibility
Users can’t easily track their progress or see how ThreeFlow is supporting their outcomes, leading to uncertainty and reduced trust.
Limited engagement value
Brokers have little incentive to return to the platform because actionable insights and ongoing value are not clearly surfaced.
"While entering information into the form is helpful, I definitely have no idea how long it is or how the information gets used further in the RFP process."
"I don't have a need to return to the platform because I can do all my spreadsheeting and forecasting inside my Excel documents."
"At any given time I don't know what my action items are or which task I need to perform to move an RFP forward in the process. I end up emailing my carrier partner directly to communicate about this."
Addressing the users' pain points and needs
Onboarding friction
Redesign onboarding to centralize and simplify client intake, enabling brokers to manage and track clients directly on the platform.
Lack of visibility
Introduce clear progress indicators and transparent feedback, to show brokers how ThreeFlow supports their outcomes.
Limited engagement value
Surface relevant data and actionable insights that provide ongoing value and encourage continuous engagement with the platform.
How might we create a transparent and engaging benefit Broker experience, while improving quality and engagement?
Expanding concepts
Guided by research insights, we iterated on design concepts to align with user needs and business goals.
"I would 100% appreciate this improvement. I love having the view into my RFP's status and the ability to adjust any detail without having to email your staff underwriters."
-Broker user
MVP iteration
With tight deadlines, we had to make strategic trade-offs and set aside a few features, all while navigating a full brand overhaul. As a two-person design team, we worked in lockstep to manage both the user experience and the visual evolution across products.
To focus on the highest-impact work, we deprioritized the activity center and some of the notification features, planning them as fast-follow enhancements.
Results
The new Broker experience launched in tandem with ThreeFlow’s brand refresh and was met with strong adoption. Brokers expressed excitement about the tool, shared positive feedback, and demonstrated increased engagement with the platform.
+30%
ENGAGEMENT RATE
70%
ONBOARDING RATE IN FIRST MONTH
What I learned
This project reinforced the importance of balancing vision with pragmatism. Working under tight deadlines and alongside a brand overhaul required me to make thoughtful trade-offs, prioritizing the features that delivered the most impact while ensuring the experience could scale. I also saw firsthand how critical transparency and engagement are, not only for users but for building long-term business value. Finally, leading design as part of a two-person team sharpened my ability to collaborate closely, move quickly, and maintain alignment across product, engineering, and research.
2021 - 2022
Client Centered Model
Redefined the end-to-end customer experience as part of a broader business evolution
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