Sam Chang / Ladder

Ladder
Reimagining life insurance for the digital age
TL;DR
Contributed to major redesign and rebrand of entire platform. Responsible for redesign of application process. Improved payments conversion by 11%. Created a scaleable set of solutions for Ladder's partners.

Introduction

Ladder is an insurtech company that provides term life insurance policies through a digitized process. At Ladder, I currently work on a variety of surfaces, from rethinking how our life insurance application looks to shipping a new payments experience. Here are some of the things I've worked on.

Ladder rebrand

Over the last three years, Ladder has focused on a brand filled with delight. Everything from the layout to the tone was centered around making life insurance more approachable. As the system became more complex, and we learned from each new user interaction, we decided that it was time to enhance our brand identity, therefore implementing a more profound user experience.

Rebrand

Rebrand

Rebrand

Billing

As a term life insurance company, Ladder relies on a subscription-based payment model. Users can choose to pay for their policies monthly with either their credit cards or through their bank accounts (ACH).

I was tasked with improving the conversion metrics for our billing transaction page—the page where users input either their credit card or ACH information.

Billing

Calculator

Like most life insurance providers, Ladder has a calculator that gives users interested in life insurance an overview of how much coverage they might need. Users will input different information about themselves into the calculator and receive an estimated coverage amount.

Calculator

Carousel page

After a user submits a life insurance application with us, we surface an intermediary page that we call the Carousel page. As a user is on this page, we are making a decision whether to offer that user a life insurance policy or not. The Carousel page is thus meant to be a place where users can wait and take a break from inputting information.

Carousel

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