01
The challenge
The Application Review page appeared first, so people were reviewing a policy they had not configured yet. The API was also hardcoded for a single partner.
All work
UX design case study
Rethinking Quote API bridge flow
How we moved the review page from first to last — and designed a dynamic API bridge for scalable partner integrations.
- Role
- Product designer
- Timeline
- 2026
- Focus
- Quote API · Insurance platform
- Team
- Product, Engineering, Partnerships
Overview
First Connect’s Quote API asked users to certify an application before they had chosen a carrier, set limits, seen exclusions, or picked add-ons. I redesigned the flow so coverage decisions come first, combined review and purchase into one page, and turned a one-partner integration into a partner-agnostic API bridge that any AMS, agent, or future partner can hand off into.
02
The approach
Move review to the end, combine it with purchase, and split the journey so partners keep underwriting while the bridge owns carrier, coverage, add-ons, and bind.
03
The impact
The journey dropped from six steps to five. Review now reflects real choices, and new partners can plug in through one reusable SSO handoff.
What we achieved
6 → 5
Steps in the journey
Review and purchase combined
Review last
Informed decisions first
No more early certification
1 API
Reusable bridge
SSO handoff for every partner
N partners
Ready to scale
No custom build per integration
The problem
In the original Quote API flow, users landed on Application Review before they could explore coverage options, exclusions, or add-ons. They were reviewing details they had not customized, which created confusion and drop-off.
Premature review
Users saw the review page before making any coverage decisions, which made a confusing first impression.
High drop-off
People abandoned the flow because review felt out of context — they had not chosen anything yet.
Rigid API structure
The existing flow was hardcoded for one partner, so onboarding anyone else meant custom work.
Flow change
Original flow: review first
The review page appeared early, before the user had customized coverage.
- 1Application reviewToo early
- 2Carrier selection
- 3Coverage details
- 4Exclusions
- 5Add-ons
- 6Purchase
New flow: review last
Users make every coverage decision first, then review everything in one place before purchasing.
- 1Carrier selection
- 2Coverage details
- 3Exclusions
- 4Add-ons
- 5Review & purchaseNow at the end
Users were asked to review and certify an application they had not configured yet. Limits, exclusions, and add-ons all lived downstream, so people had to loop back to review after every change.
Informed decisions first
Users select a carrier, configure limits, review exclusions, and choose add-ons before they see a final summary.
Unified review page
Review and purchase live on one scannable summary with inline editing, instead of two disconnected steps.
Reduced cognitive load
The path is linear. The review page reflects actual choices, so people do not bounce backward to fix the application.
The redesigned experience
- Step 1
Carrier selection
What changed
A comparative view lets users evaluate carriers side by side — pricing, coverage limits, and deductibles at a glance — before they commit to a path.
Design intent
Side-by-side comparison, annual and per-occurrence pricing up front, and one-click selection with expandable detail.
- Step 2
Coverage details & exclusions
What changed
Users review recommended coverages, open a drawer for what is and is not covered, and adjust limits and deductibles to match the business.
Design intent
Exclusion language is visible before purchase so policy boundaries are clear, not buried after bind.
- Step 3
Add-ons & optional coverage
What changed
Optional coverages appear only after the base policy is set, so people understand what they are enhancing instead of shopping add-ons in the dark.
Design intent
Progressive disclosure, a clear value line for each add-on, and a skip path that does not feel like an upsell trap.
- Step 4
Review & purchase
What changed
The combined page consolidates every coverage, exclusion, add-on, and business detail into one summary. Changes edit inline and update the quote in place.
Design intent
Purchase, send a quote, save for later, download, or preview a certificate — all from one page, after the decisions are real.
Review & purchase, combined
Progressive sidebar
A step-by-step rail guides review of work not covered, optional coverages, add-ons, and the application itself.
Inline editing
Coverage details, additional insureds, and business info can be changed on the review page without walking the flow again.
Terms & compliance
Fraud warnings, cancellation policy, and transaction disclosures sit in one clearly marked block.
Flexible actions
Purchase immediately, send a quote with a letter, save for later, download, or preview a certificate.
Client-facing view
A separate client review and approve page reuses the same structure for end clients receiving a broker-paid quote.
Dynamic summary
The review page reflects whichever steps the partner completed upstream, so unused sections do not appear as empty homework.
A dynamic API for every partner
The First Connect API Bridge is partner-agnostic. Partners keep underwriting, business info, and risk assessment on their platform, then hand off through SSO. The bridge picks up carrier selection, coverage and exclusions, add-ons, and review and purchase.
- Any partner can plug into the bridge without rebuilding coverage and purchase.
- Partners own their underwriting steps — the bridge starts wherever they leave off.
- New partners onboard faster because the remaining flow is standardized.
- Review dynamically reflects the data the partner already collected.
Built for every future partner
AMS / Broker platforms
- Partner collects business info and risk data
- SSO authentication hands off to the bridge
- Bridge handles carrier selection through purchase
- Saved quotes stay accessible in the partner portal
Agent platforms
- Agent completes underwriting on their platform
- Bridge experience can show agent-specific UI
- Client review and approval for end clients
- Broker-paid and client-paid variations
Future API partners
- Standardized contract for any new partner
- Dynamic steps based on what the partner covers
- Review adapts to partner-provided data
- No custom development per integration
Scalable partner integrations
This redesign moved review to the end of the journey and turned a one-partner flow into a reusable API bridge. Partners keep their own underwriting. Every partner lands in the same coverage, review, and purchase experience.