HBF Health Insurance
The charisma of HBF's brand had begun to outpace what their old site had been capable of. With a move of online platforms from a legacy system to a new one on the horizon, I was embedded within the HBF design team for a 7 month period, working closely with their web and CRM squads to create their new online experience.
An endeavour this large required hundreds of designers, business analysts, developers, engineers, solutions architects and testers working in sync. Maintaining a design system across a team of this scale is challenging, but imperative to keeping things moving cleanly and swiftly; working across teams, my role involved designing for the website and CRM, using design system methodology to drive cohesion and consistency across the ecosystem.
Atomic design at enterprise scale
I worked within a sizeable, well-oiled design team to redesign HBF's website, bringin their tongue-in-cheek visual language to an enormous platform. With responsibilities across brochureware, product pages and help centre platforms, I collaborated closely with multiple designers from other squads to ensure we were all working towards the same end goal.
My work across the website provided a great starting point to bring a consistent experience to HBF's approach to CRM. I worked with their dedicated CRM squad to produce a flexible, scalable EDM architecture that allowed them to pump out beautifully designed comms at scale, bringing their nurture and sales channels into the same ecosystem as their fresh new site.
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