Case study · Insurance distribution platform
e123
e123 runs an insurance distribution platform that manages a large network of agents and agencies, from big marketing organizations down to individual agents. Over five weeks I led design with one other senior designer, working alongside e123's product and design team, to answer one question: what should they build next?
Rather than pick on paper, we fully prototyped both candidates as working software, a form builder and a network visualizer, each running on 1,000+ generated-but-realistic agents. Then we put them in front of stakeholders and real customers and let the reactions decide.
Product one
A form builder for agent onboarding.
A complete, working prototype: build an onboarding flow from drag-and-drop steps and fields, publish it, and track agents as they move through it. A solid product in its own right.
Product two
A visualizer and manager for the whole network.
The other prototype turns the entire agent network into something you can see, search, and change. Reassign an agency or apply a product across a whole downline in one visible action, instead of editing a wall of tables.
Outcome
e123 chose the network visualizer and greenlit it as the next product on their roadmap, replacing a tool that was essentially a wall of tables.
Seeing both as working software made the call clear: stakeholders and real customers reacted to the network prototype in a way the spreadsheets it replaces never earned. Building with Claude Code, two designers took two products from idea to convincing, data-backed prototype in five weeks.