A super-app for N. Americans to self-serve multiple lines of consumer insurance.

Digital Strategy

UX & UI Design

Design System

Art Direction

Goose is an Insurance Super-App offering a range of products such as Life, Travel, Renters, Pet and more. On inception, Goose was a travel insurance app strictly serving Canadians. Our goal was to redesign and scale the App from 1 to 20+ products, across new verticals and into the US market, while continuously solving for enhanced usability and delight.

To understand what customers liked and did not like, we conducted surveys, one-on-one interviews, and engaged with extreme users to better understand their points of friction. Additionally, we analyzed all touchpoints where customers interact with Goose. This helped us connect the dots across teams, and design a cohesive, omni-channel service. In 2019, Goose had 25,000 registered members. The redesign enabled member growth to over 150,000.

We studied our insights, and mapped the journey of a first-time user in the App. We highlighted the difficulties they faced at each step across an emotional, cognitive & interaction spectrum and documented our inputs in grey.

Upon downloading the App to their smartphone, users are requested to sign up for Goose. This enables them to generate multiple insurance quotes later without having to re-enter basic information redundantly.

Goose users were struggling to find their way around the App. We improved accessibility and visibility by replacing an overloaded hamburger menu with an elegant 5-button navbar.

We streamlined the process of buying insurance. This design system has supported mutiple insurance underwriters to build, test, and launch various products using the scalable interface components. While every product involves numerous steps and require some unique components based on their individual requirements, the above example broadly depicts the design philosophy that was introduced.