Winning a $100M+ Partnership Through Design Leadership

My Role: Design Lead, Strategy & Experience Design | Timeline: 8 weeks | Team: Cross-functional RFP Team | Scope: D@C experience strategy for 38M members

Insurance Co. faced a high-stakes opportunity to win a $100M+ annuity partnership under strict regulatory constraints. I led experience strategy to align executives, legal, and product teams around a unified narrative, resulting in a winning pitch and a new D2C roadmap.

  • Outcome
  • Secured a $100M+ multi-year partnership
  • Experience design cited as the differentiator
  • Prototypes became the production roadmap
  • Strategy continues to guide implementation

The Challenge


Internal teams disagreed on product direction, regulatory constraints limited traditional financial guidance, and the organization lacked a D2C foundation. The challenge was aligning the business around a compelling experience strategy under intense commercial pressure.

My Approach


I reframed the pitch from products to outcomes, grounding decisions in member goals rather than internal politics. I introduced a guidance model that complied with legal constraints while remaining clear and trustworthy, and led with experience prototypes to align stakeholders and tell a cohesive story.

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