Cyber Insurance SaaS: Strengthening Brand Through UX

Building a scalable UX foundation to reinforce brand leadership and drive growth.

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Stronger Brand

Unified UX reinforced credibility and market leadership.

Faster Development

Scalable design system sped up execution.

Stress-Tested by Acquisition

Seamless Attune integration ensured consistency.

Client

Coalition Inc

Role

UX | Design System

Time Span

6 months

Overview

Coalition’s rapid 400% growth positioned it as a cyber insurance leader—but its digital experience struggled to keep up.

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Inconsistent UX weakened brand trust, slowed product development, and made scaling harder. The company needed a UX overhaul to match its market leadership.

2021: Coalition reports 400% growth, reaching a $650M run-rate GWP.

The Challenge:
A Fast-Growing Company with UX Growing Pains

Without a scalable UX, every new feature required custom work, slowing product updates and making acquisitions harder to integrate. Coalition needed a systematic approach to support future growth.

The Website Didn’t Reflect Industry Leadership

Coalition was a major player in cyber insurance, but its digital experience didn’t match its reputation.

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What this meant for the business:

A fragmented UI made navigation confusing for customers.
The outdated design didn’t reinforce Coalition’s market expertise and authority.
A lack of a clear visual identity weakened brand recognition.

No Scalable UX System for Future Growth

Without a standardized design system, the website and platform felt disconnected.

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Key pain points::

Every new feature required custom design, making updates slow and inefficient.
Engineering teams wasted time redesigning UI components from scratch.
Future acquisitions would require full redesigns instead of simple integrations.

The Solution:
A Unified, Scalable UX Strategy

I focused on two key areas: standardizing UX across all platforms and improving the user experience.

Scalable Design System for Consistency & Growth

To fix inconsistencies and future-proof the platform, I developed a scalable design system that created a cohesive experience across Coalition’s website and platform.

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Consistent UI components: Standardized colors, fonts, buttons, and layouts.

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Faster development cycles: Components become reusable which reduced design and dev time.

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Future-proof UX: Designed for easy expansion into new products and acquisitions.

The Result? A foundation for scalable, future-ready product growth.

Website Redesign: A More Trustworthy & Usable Experience

A full redesign improved navigation, accessibility, and branding, reinforcing Coalition’s leadership.

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Simplified navigation: Users found key information faster.

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Stronger brand identity: A refined look reinforced credibility and trust.

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Improved usability: A better-structured layout made the site easier to use.

The redesigned website provided a clear, confident experience for customers, investors, and partners.

Cross-Team Collaboration:
Ensuring Seamless Execution

Scaling UX required close collaboration between marketing, product, and engineering. By aligning teams under a unified design system, we eliminated inconsistencies, reduced revision cycles, and ensured faster adoption. This set the stage for smoother acquisitions and long-term scalability.

Unified UX & branding across teams

Ensured consistency beyond just the website.

Continuous feedback & testing

Improved usability based on real user insights.

Clear documentation
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Created guidelines for easy implementation by designers & developers.

The Unexpected Impact:
UX as a Business Asset in Acquisition

Beyond improving UX, the design system became a strategic asset. It provided a competitive edge by ensuring that future acquisitions, like Attune, could be integrated with minimal effort—reducing time-to-market and preserving brand consistency.

Attune Before Acquisition

Attune After Acquisition

Faster integration

Attune’s platform seamlessly merged with Coalition’s without major redesign work.

Consistent brand experience

Unified branding made the transition smoother for users.

Minimal disruption

Users adapted quickly without major workflow changes.

The Results:
A Stronger Brand, A Scalable Future

With a unified design system in place, Coalition didn’t just improve its UX—it created a scalable framework that could support future product expansion and acquisitions with minimal redesign effort.

What Was Achieved?

The UX strategy and design system led to major improvements:

Stronger brand positioning

A professional, polished UX reinforced Coalition’s industry leadership.

Faster product updates

Standardized design made development more efficient.

Seamless Attune integration

UX made the acquisition process smoother and faster.

Scalability unlocked

Coalition’s UX is now built to grow with future expansions.

What the Media Say?

As Coalition expanded into new markets and secured a $5B valuation, UX improvements played a key role in strengthening its credibility and ability to scale efficiently.