I collaborated with stakeholders to develop a comprehensive creative brief that defined our target audience as Progressive customers aged 25-45 exploring homeownership transitions. The brief established our core value proposition: leveraging the trust customers already have with Progressive to simplify complex mortgage decisions. We positioned the co-branded experience as "insurance protection meets homeownership empowerment," ensuring messaging would feel familiar to Progressive users while introducing our mortgage expertise.

Working with usertesting.com, our team designed and conducted research sessions with 12 Progressive insurance customers who had mortgage needs within the past 18 months. The research revealed that users felt overwhelmed by mortgage jargon and wanted transparent, step-by-step guidance that connected their insurance relationship to mortgage benefits. Participants emphasized the importance of seeing personalized rates and understanding how bundling services could save them money, while expressing skepticism about switching between multiple financial service providers.

Using Figma, I created low-fidelity wireframes that prioritized Progressive's familiar visual hierarchy while seamlessly introducing mortgage-specific content and tools. The wireframes established a clear user flow that began with Progressive branding and gradually introduced mortgage servicer capabilities, ensuring users felt supported throughout their journey. I focused on content placement that would reduce cognitive load, organizing complex mortgage information into digestible, Progressive-branded sections.

Collaborating closely with UX designers in Figma, I refined the visual design to balance both brands while prioritizing user comprehension and trust-building. I developed microcopy and content guidelines that maintained Progressive's conversational tone while accurately representing mortgage products and legal requirements. The final designs featured personalized content experiences that dynamically displayed relevant mortgage options based on users' Progressive customer data and stated goals.

The co-branded website successfully launched and contributed to 57% year-over-year portfolio growth in originations. User feedback indicated high satisfaction with the clarity of mortgage information presented, and we saw significant increases in Progressive customers exploring mortgage options. The seamless brand integration improved user trust scores and positioned both companies as comprehensive financial partners rather than separate service providers.