Client:
Fennia
2025-2026

Projects:
B2B Services
B2C Policy purchase flow
B2C Claim flow
AI Chatbot concept

 

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The Project
Fennia embarked on a multi-year business and IT transformation program centered around replacing its core insurance platform with Salesforce—one of the largest Salesforce implementation programs in Europe. As part of a dedicated Customer Experience (CX) team embedded within the program, the objective was to build modern, high-performing B2B and B2C digital services, streamline complex insurance buying and claiming flows, and maintain design system integrity across rapidly evolving digital touchpoints.

My Role
As UX Designer, I joined the program while it was already running to work within a cross-functional CX team comprising UX designers, content strategists, business analysts, developers, Product Owners, and business stakeholders. Our team also actively integrated AI tools into our design and operational workflows to accelerate discovery and content iterations.

  • B2B Service Portal Redesign: Co-led the end-to-end design of core B2B portal views (policies, invoicing, claims management, and corporate profiles). Conducted direct user testing with corporate clients to validate layout clarity and data density for both SMBs and large enterprise users.
  • Travel Insurance Purchase Flow (B2C): Partnered with the Travel Insurance team to design an intuitive, multi-step customer purchase journey and post-purchase policy views within the B2C portal.
  • Travel Claims Flow (B2C): Designed end-to-end, multi-category claim submission flows (for multiple causes such as medical expenses, baggage damage, travel disruptions) and the customer’s active claim log overview.
  • Design System Governance: Contributed to the continuous evolution and scaling of the Fennia Design System, operating within a collaborative, multi-team governance model to ensure UI consistency across all insurance development teams.
  • AI-Driven Prototyping & Knowledge Base Architecture: Architected a structured Claude project environment utilizing Markdown-based knowledge repositories, precise briefs, and governance rules. Leveraged this setup to generate and iterate functional HTML concepts directly, enabling rapid validation of visual style, UI structures, and content density before entering full technical development.

Why It Matters
Designing customer-facing UX on top of massive enterprise cloud transformations requires balancing complex insurance logic with seamless user experience. Translating heavy enterprise data structures into clear, test-validated user interfaces ensures high digital adoption, reduces customer service overhead, and maximizes the commercial value of large-scale IT transformations.

Recognition
Oma Fennia (B2C portal) was awarded with Honorable mention in Best Digital Service category, Grand One 2025.

The Client
The Fennia Group is a major Finnish mutual insurance company providing non-life and life insurance, risk management, and financial services to private households, entrepreneurs, and corporate enterprises across Finland.

 

See also: