Semsee – Project 4
Direct to Consumer Form
Overview The Direct to Consumer form gave general consumers a way to get small commercial insurance quotes directly through a partner's website — no insurance background required.
The Challenge Insurance is an intimidating space for someone without an industry background, and a poorly designed form can feel overwhelming before they've even started. The goal was to create an experience that felt simple and easy to complete, while still capturing everything needed to generate a quote — and flexible enough to adapt to each partner's brand through white-labeling.
Discovery & Research We started with several meetings with partners to understand their needs and expectations, and conducted a competitor analysis of similar consumer-facing forms to see what was working in the space. From there, we focused on simplifying or replacing insurance-specific language so questions felt natural to a non-expert user, keeping the structure focused and digestible throughout — all while designing within the structural parameters of Semsee's underlying platform and logic. The white-label requirement meant the design foundation also needed to carry a partner's branding without disrupting the experience.
The Solution The form leaned into a warm, friendly aesthetic with rounded edges to feel welcoming rather than clinical. Insurance terminology was translated into plain language, contextual help text and tips were added to guide users through each question, and the white-label framework allowed partners to apply their own branding seamlessly. At the end of the form, a quote results page presents the user with clear next steps — including CTAs to bind online or call to bind, making it easy to take action without any additional friction.
Outcome The form launched successfully with partners, giving consumers a clear path to get quotes and take action — all without an agent as an intermediary, and all within a branded experience that felt native to the partner's website.