Overview

American Modern Insurance Group (AMIG) specializes in niche insurance products — from boats and collector cars to mobile homes and pets. As a B2B-focused company, AMIG relies heavily on agents to sell policies and provide servicing. While this model supported business growth, it created friction for policyholders, who found themselves overly dependent on agents for even basic tasks.

Policyholders consistently voiced frustration with how difficult it was to engage with AMIG and manage their policies. Given our project timelines & agreed upon deliverables, we structured the work into three phases — Discovery, Ideation, and Definition — over multiple sprints, supported by recurring workshops and agile ceremonies. We created an initial product roadmap and feature matrix, defined epics and user stories, designed the site architecture and navigation structure, built low-fidelity wireframes, and delivered UI templates and a holistic design library with end-to-end prototypes.