My Role:
Product Designer
Timeframe:
2019 - Continuous Development
Broker Plus
Elevance Health, Inc.
Streamlining Broker Workflows with Purposeful UX
Simplifying BrokerWorkflows
with Purposeful UX
Health insurance brokers rely on Anthem Broker Plus to quote plans and track commissions. I partnered with product and engineering to modernize the experience—prioritizing efficiency, visibility, and trust for seasoned brokers managing high volumes of business.
My Role:
Product Designer
Timeframe:
2019 - Continuous Development
Broker Plus
Elevance Health, Inc.
Streamlining Broker Workflows with Purposeful UX
Health insurance brokers rely on Anthem Broker Plus to quote plans and track commissions. I partnered with product and engineering to modernize the experience—prioritizing efficiency, visibility, and trust for seasoned brokers managing high volumes of business.
Recognitions & Awards
These awards recognize our team's dedication to improving overall app usability and user experience.
Stevie Awards
2021 Gold Winner
App & Mobile Website
2021 Silver Winner
App & Mobile Website
Globee Awards
2021 Winner
Mobile App Development
Improving Commission Transparency at Scale
Explained the challenge around opaque commission tracking, the fragmented experience, and your approach to solving it by refining IA, improving visual hierarchy, and introducing real-time insights to support broker confidence and earnings management.
Explained the challenge around opaque commission tracking, the fragmented experience, and your approach to solving it by refining IA, improving visual hierarchy, and introducing real-time insights to support broker confidence and earnings management.
Gaps in Clarity and Confidence
Outlined how unclear breakdowns and delayed commission data caused confusion and frustration, especially for brokers supporting small businesses. Introduced the need for a real-time, transparent system.
Outlined how unclear breakdowns and delayed commission data caused confusion and frustration, especially for brokers supporting small businesses. Introduced the need for a real-time, transparent system.
Before
Identifying Broker Pain Points
We conducted user interviews and surveys that revealed key pain points: delayed updates, limited access to historical data, and overall complexity in the system. To bring these insights to life, we highlighted three broker quotes in horizontally styled cards that emphasized their real-world frustrations and needs.
We conducted user interviews and surveys that revealed key pain points: delayed updates, limited access to historical data, and overall complexity in the system. To bring these insights to life, we highlighted three broker quotes in horizontally styled cards that emphasized their real-world frustrations and needs.
Hearing Broker Frustrations
Hearing Broker Frustrations
"I Just Want Clarity"
“It’s tough when commission updates are delayed — I need real-time info to plan my finances and stay confident in my work.”
“It’s tough when commission updates are delayed — I need real-time info to plan my finances and stay confident in my work.”
"Timely Updates Matter"
"Timely Updates Matter"
"Timely Updates Matter"
“The payment breakdowns aren’t clear, so I often spend extra time just trying to figure out what I actually earned.”
“The payment breakdowns aren’t clear, so I often spend extra time just trying to figure out what I actually earned.”
"Make History Easy to Access"
"Make History Easy to Access"
"Make History Easy to Access"
“Accessing past commission data feels clunky, which makes tracking trends and forecasting a real headache.”
“Accessing past commission data feels clunky, which makes tracking trends and forecasting a real headache.”
Prioritizing Clarity, Confidence, and Efficiency
Summarized how you used UX principles like clarity, hierarchy, and feedback loops to guide design decisions. You focused on making information accessible and minimizing effort for brokers.
Summarized how you used UX principles like clarity, hierarchy, and feedback loops to guide design decisions. You focused on making information accessible and minimizing effort for brokers.
Turning Insights into Actionable Solutions
We translated key broker pain points into wireframes, focusing on clarity and usability. Interactive prototypes were tested with brokers and refined over several rounds, leading to a solution that delivered real-time updates, clearer earnings breakdowns, and easier access to historical data.
We translated key broker pain points into wireframes, focusing on clarity and usability. Interactive prototypes were tested with brokers and refined over several rounds, leading to a solution that delivered real-time updates, clearer earnings breakdowns, and easier access to historical data.
Delivering a Seamless Commission Experience
We started by analyzing broker feedback and usage data to uncover friction points around earnings tracking. I translated those insights into low-fidelity concepts to explore layout clarity, then tested interactive prototypes with brokers to validate whether they could quickly find the data they needed. Iterating on their feedback, we refined the interface to reduce cognitive load and highlight key earnings milestones—making it easier for brokers to track progress toward commissions.
We started by analyzing broker feedback and usage data to uncover friction points around earnings tracking. I translated those insights into low-fidelity concepts to explore layout clarity, then tested interactive prototypes with brokers to validate whether they could quickly find the data they needed. Iterating on their feedback, we refined the interface to reduce cognitive load and highlight key earnings milestones—making it easier for brokers to track progress toward commissions.
After
Driving Confidence and Engagement
Working closely with engineering, we launched a real-time commission dashboard that aligned with brokers’ mental models and daily workflows. By surfacing key metrics upfront and minimizing steps to access detailed earnings data, we reduced friction and gave brokers greater visibility into their progress—empowering them to make informed decisions and take timely action.
Working closely with engineering, we launched a real-time commission dashboard that aligned with brokers’ mental models and daily workflows. By surfacing key metrics upfront and minimizing steps to access detailed earnings data, we reduced friction and gave brokers greater visibility into their progress—empowering them to make informed decisions and take timely action.
What Brokers Are Saying
“I love that I can get ID cards easily and can view all my client information."
“I love that I can get ID cards easily and can view all my client information."
App Store review, Broker Plus
"The dashboard feature gives you a quick overview all in one place. See a summary of your commission earnings right on the dashboard."
"The dashboard feature gives you a quick overview all in one place. See a summary of your commission earnings right on the dashboard."
App Store description, Broker Plus
"See a summary of your commission earnings right on the dashboard."
"See a summary of your commission earnings right on the dashboard."
Google Play description, Broker Plus
Centering Design Around Real User Needs
This project reinforced how essential it is to design from a place of empathy. By listening to brokers and understanding their pain points, we created a solution that made their day-to-day work easier and more transparent.
This project reinforced how essential it is to design from a place of empathy. By listening to brokers and understanding their pain points, we created a solution that made their day-to-day work easier and more transparent.
Iterative testing played a major role in shaping the final experience, and close collaboration with engineering ensured that what we designed was practical, scalable, and effective. Looking ahead, I’m continuing to explore ways to enhance the commission tracking experience with even more personalized, data-driven insights.
Iterative testing played a major role in shaping the final experience, and close collaboration with engineering ensured that what we designed was practical, scalable, and effective. Looking ahead, I’m continuing to explore ways to enhance the commission tracking experience with even more personalized, data-driven insights.
Advancing Transparency and Broker Empowerment
To build on the momentum, we’re exploring features that give brokers even more clarity and control. Planned updates include commission forecasting to help anticipate earnings, real-time alerts for payment and status changes, and a more intuitive application tracking flow to reduce bottlenecks.
To build on the momentum, we’re exploring features that give brokers even more clarity and control. Planned updates include commission forecasting to help anticipate earnings, real-time alerts for payment and status changes, and a more intuitive application tracking flow to reduce bottlenecks.
Each of these improvements is grounded in broker feedback and designed to support smarter, faster decision-making.
Each of these improvements is grounded in broker feedback and designed to support smarter, faster decision-making.
Real-Time Commission Dashboard & Application Tracking Prototype
Real-Time Commission Dashboard & Application Tracking Prototype
Real-Time Commission Dashboard & Application Tracking Prototype
Interactive prototype showcasing the real-time commission dashboard and updated application tracking flow.
Interactive prototype showcasing the real-time commission dashboard and updated application tracking flow.
Project Info
Expertise
Visual Design
Interaction Design
Prototyping
UX Strategy
Design Systems
Collaboration with Engineers & Stakeholders
Platforms
iOS
Android
Desktop
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Website design and content by Craig Roby | © Copyright 2025
Design and content by Craig Roby © Copyright 2025
Website design and content by Craig Roby | © Copyright 2025