One Portal Sign-In

Five fragmented sign-in experiences collapsed into a single role-adaptive authentication system serving B2B and B2C users across an enterprise insurance platform.

Role: UX/Product Designer · Delaware Life · 2024
Stack: User research (47 interviews)Fullstory user testingInformation architectureAdaptive UX2FA / SSO designFigma

◆ problem

Five disconnected sign-in experiences caused widespread portal-selection confusion. Clients logged in to the wrong portal often enough to eat a meaningful chunk of support time, and new users abandoned registration entirely.

◆ solution

Single smart authentication with 2FA, role-adaptive dashboard that personalizes after sign-in, and integrated contextual support.

◆ impact

Authentication success rose substantially. Session duration grew and support volume dropped. Legacy policy access remained simple for existing users.

§01 · problem

Five sign-ins, five user types, one identity crisis.

Pain points and user friction analysis — Pain points across the five legacy portals

The organization operated five disconnected sign-in experiences across B2B and B2C touchpoints. Every user role had a different portal, a different credential set, a different layout. Users were drowning before they ever reached the product.

cognitive overload · multiple credentials per role, inconsistent interfaces, no single mental model.
operational drag · a meaningful share of clients logged into the wrong portal every month, eating a substantial chunk of support capacity.
abandonment · new users abandoned registration entirely on the portal-selection step.

§02 · users

Five user types, one product.

Five distinct user types had to coexist on the same authentication surface: individual policy holders, business/B2B clients, customer service representatives, agents, and back-office administrators. Each carried a different permission set and a different need from the first three seconds of the session.

§03 · process

22-week build, 47 user interviews.

Design process and methodology steps — 22-week design lifecycle

I led the complete design lifecycle: research, information architecture, visual design system, user testing, and engineering handoff.

research (6 weeks) · 47 user interviews across all five roles; ecosystem mapping; 2FA integration specs.
information architecture (4 weeks) · journey mapping and flow optimization to find intuitive entry and exit points.
visual design (5 weeks) · cohesive design system and high-fidelity prototypes for each role context.
user testing (4 weeks) · moderated Fullstory sessions across all five roles with iterative refinement.
implementation (3 weeks) · spec docs, design reviews, QA testing during engineering translation.

§04 · solution

Smart authentication, role-adaptive dashboard.

Unified sign-in interface — One sign-in surface, all five user types

Role-adaptive dashboard after sign-in — Role-adaptive dashboard after authentication

single smart sign-in · one credentialed entry point with 2FA capability.
role-adaptive dashboard · content and permissions personalize after auth rather than gating before it.
contextual support · in-portal help surfaced based on the current task.
unified business view · policy portfolio visibility with state-level filtering for multi-state operators.

§05 · outcomes

Lift across every metric.

Producer portal post-launch interface — The shipped Producer surface

Authentication success rose substantially after the unification.
Session duration grew as users stopped bouncing between wrong portals.
Support call volume dropped meaningfully thanks to the contextual help layer and reduced misrouting.
Feature usage across roles grew as the role-adaptive dashboard surfaced capabilities users didn't previously know they had.
Legacy policy access remained simple for existing users through the migration.

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