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Standard Life · Product Design
UX / UI / Product Design
Trust before commitment
A life-insurance experience that shows the price, exclusions and risk — before you decide.
Solo projectEnd-to-endIndependent conceptUX / UI / Product Design
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02 / OverviewRole · Scope · Context
Task overview
Make insurance feel legible.
Give people useful value before asking for identity, health data or payment.
End-to-end concept
Digital life insurance
Concept · not shipped
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03 / ProcessRole · Scope · Context
From evidence to interface
Design process
Five stages completed.
The high-fidelity validation gate stays deliberately open.
01Benchmark
02Interviews
03UX architecture
04Hi-fi design
05Prototype
06Validation gate
35Participants
across 4 rounds
across 4 rounds
10Application steps
3 user states
3 user states
5Recovery
branches
branches
14Canonical
screens
screens
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03.2 / User research
Product design case study
Interview signals
Synthesized trust hypotheses
from interviews.
Separated signal from assumption.
Interview signal
A recurring need: see price, coverage and exclusions before sharing medical details.
@Stakeholder hypothesis→
People need to see value before they are asked for identity or health data.
Repeated across discovery interviewsLed to anonymous quotingDesign response
Anonymous estimate
Age + coverage only
No sign-up required
Personal data begins at step 4
● Product decision
Show useful value before commitment.
The first estimate needs only age and coverage amount. Identity and health data come later.
01 / 02
01Real user signalsInterviews over assumptions02Clear decisionQuote before identity03Lower commitmentNo sign-up to explore
03.3 / Research synthesis
Product design case study
From interview signals
to product decisions.
35Participants
4Research rounds
3Behavioral proto-personas
Behavioral proto-personas
The ExplorerVisitorGoal · Understand price and protectionBarrier · Sign-up before value
The Careful ApplicantApplicantGoal · Know what changed and whyBarrier · Unexplained verification delta
The Active PolicyholderPolicyholderGoal · Know whether cover is activeBarrier · Pending mistaken for success
Shared empathy synthesis
Needs
Wants price and exclusions first.
01Wonders
Whether verification will change the offer.
02Does
Compares coverage and pauses when a state is unclear.
03Feels
Cautious before commitment; anxious while payment is pending.
04User stories
01
As a visitor, I want an estimate without sign-up so I can decide whether to continue.
02
As a visitor, I want exclusions before identity so I understand the limits.
03
As an applicant, I want price changes explained so I can consent knowingly.
04
As an applicant, I want progress saved so verification can be resumed.
05
As a policyholder, I want pending separated from active so I know whether I am covered.
06
As a policyholder, I want policy, payments and claims in one place.
Interview signalsProto-personasEmpathy synthesisUser storiesProduct decisions
Tunyq · Product designKazakhstan / 2026
12 500 ₸
The product promise
Value first.
Commitment second.
Service always.
We put real value at the core of every decision —
so you can feel secure in the moments that matter.
Price before identity
Exclusions before signature
Confirmation after the bank
Flexible cover for you
and your family
Cover that stays with you
Financial
protection
What matters,
protected.
protected.
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05 / Product model3 user states · 10 application steps
One trust model.
Three user states.
Anonymous value becomes verified commitment, then durable service.
Visitor
Understand value before identity- 01Entry
- 02Anonymous estimate
- 03Product overview
- 04Coverage & exclusions
Applicant
Verify to show commitment- 01Verify identity
- 02Medical disclosure
- 03Verification
- 04Review & signature
- 05Payment
- 06Confirmation
Policyholder
Use the service after activation- 01Policy dashboard
- 02Documents
- 03Payments
- 04Claims
- 05Support & recovery
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05 / UX architecture
Product design case study
Structured the journey
around trust boundaries
Three user states turn one insurance product into a clear sequence of value, commitment and long-term service.
Identity begins only after price, coverage and exclusions are understood. Activation begins only after payment is confirmed.
3 user states
VisitorExplore value without identityAnonymous price, coverage and exclusions.
ApplicantVerify and make a commitmentIdentity, disclosure, signature and payment.
PolicyholderManage active protectionPolicy, documents, claims and support.
Trust journey
15 core touchpoints · 3 states · 2 explicit gates
Anonymous value
Verified commitment
Durable service
VisitorValue before identityApplicantCommitment after clarityPolicyholderService after activation
Entry
Anonymous quote
Product overview
Coverage & exclusions
Identity gate
Verify identity
Medical disclosure
Verified offer
Review & sign
Payment pending
Policy issued
Policy dashboard
Documents
Payments
Claims
Support & recovery
Save & resume
Payment recovery
Explicit boundaries prevent premature sign-up and false success.
01
06 / Key decisionQuote before identity
Low barrier · privacy first
A price without your name.
Only age and coverage amount are needed for the first estimate.
Personal data begins at step 4 — after price, coverage and exclusions.
No sign-up
No personal data
No charge
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02
07 / Key decision
Explain the change.
Don’t hide it.
An estimate may move.
The reason appears before signature.
12 500 ₸
Preliminary estimate
13 100 ₸
Verified offer
+600 ₸ after verificationTransparency builds trust
03
Key decisionExplicit risk · neutral defaults
Coverage & disclosure
What isn’t covered
belongs in the journey.
Exclusions raised in hierarchyUnanswered never looks like “No”
09 / Consequence interactionSignature · Payment · Activation
Designing for uncertainty
Pending is not success.
Review
Signed
Pending
Confirmed
Policy active
Signature contract
review → consent → external handoff → signed / cancelled / failed
Payment contract
method selected → submitted once → pending → confirmed or failed
10 / Case studyProduct design case study
The design principle
Test the behaviour,
not just the screens.
Trust is built before commitment — and protected
when the system is uncertain.
System proofTokens · accessibility · localization
From screen to repeatable system
Calm by default.
Explicit by design.
Visual language
Ink
Brand
Action
Surface
Signal
Primary actionNot selectedPolicy active
Accessibility as behaviour
48 pxminimum target size
200%text-scale specimen
3language directions
AAcontrast target
Next validation gate
What would change the design?
The final interface is a testable hypothesis, not a finished claim.
If estimate = guaranteedRewrite the price model.
If exclusions remain invisibleChange the coverage hierarchy.
If pending feels successfulRedesign the payment contract.
Prepared protocol: 8 moderated sessions · RU / KK · accessibility settingsIndependent concept · not shipped