Industry
Insurance
Client
Wakam
Role
Product Designer / Lead Design System
Play&Plug, the all-in-one platform to create, distribute, and manage insurance products.
How might we enable Wakam’s partners to design, launch, and monitor their own insurance products autonomously ?
During my collaboration with OCTO Technology, I worked with Wakam, a leading European B2B2C insurer, partnering with brokers, MGAs, insurtechs, digital platforms, and retailers to offer white-label and embedded insurance solutions.
THE PROBLEM
At the time Wakam's partners relied on manual, fragmented processes to create and manage their own insurance products. Launching new products was slow, complex, and required heavy support from Wakam’s internal teams. Partners had no centralized, digital platform to configure insurance offerings, manage compliance, or monitor product performance. This context triggered the creation of Play & Plug, a digital platform designed to give partners autonomy over the entire lifecycle of their insurance products, from configuration to monitoring and reporting.
OBJECTIVES
The primary objectives were to reduce the time-to-market for new products, make complex insurance mechanisms accessible to diverse user profiles and provide a single, modular and scalable platform.Lorem ipsum
USERS
Play & Plug is primarily designed for Wakam's partners who distribute insurance products to their own clients :
01 Brokers & MGAs
insurance specialists needing to create and manage products efficiently
02 Insurtechs
tech-driven companies seeking scalable, digital insurance solutions
03 Non-insurance businesses
companies wanting to integrate embedded insurance into their services without becoming insurers themselves
APPROACH
The project began with a discovery phase to align business goals, regulatory constraints, and product vision. This phase set the ambition to create a platform enabling partners to design and manage their insurance products autonomously. User research followed, including qualitative interviews with Wakam clients, partners, and internal stakeholders from product, business, tech, and insurance teams. The goal was to understand existing workflows, identify pain points, and map user profiles and responsibilities.
Based on these insights, a distributor-focused MVP was defined, allowing the team to focus on high-value user journeys, validate the value proposition quickly, and limit initial functional complexity. The first core user flows were designed around product creation and configuration.
Wireframes for the key user journeys were created and validated through regular user testing, with continuous iterations based on feedback.
In parallel, I worked with the marketing team to develop a dedicated art direction, defining the logo, color palette, look & feel, and tone of voice. My aim was to create an identity that felt professional, approachable, and distinctive, while breaking away from traditional insurance design codes.
Here’s how the final design brings the experience to life across a selection of key pages.
Partners feedback on the collaborative design process and the use of Play & Plug
Design System
As Lead Design System,I led the creation of the UI kit and progressively structured it into a Design System in close collaboration with developers, including reusable components, composition rules, documentation, governance, and Storybook implementation. This ensured consistency, scalability, and long-term efficiency.
IMPACT