AGRIA
Uniting the Process
Project in Short
Client
Agria Djurförsäkring | B2B & B2C
Duration
April 2019 – March 2020
Project Type
Redesign and modernization of Agria’s internal insurance system
Team Setup
Senior UX/UI Designer
Developers
Legal & Compliance Advisor
Insurance Experts
Tools
XD
Jira
Languages Used
Swedish
Platform Focus
Mobile-first & Offline functionality for field agents
The Need
Agria initially believed the problem lay within the sales flows of their desktop tool. The brief was to “adjust a few menus.” Through discovery, we uncovered a deeper issue
90% of newly hired mobile insurance advisors across the Nordics quit within months.
Agents struggled to deliver professional service because they couldn’t bring desktops on client visits.
The lack of offline capabilities meant they lost customer data when connections failed.
This led to shame, stress, and erosion of trust—internally among employees, and externally with customers.
Key challenges​
-
No mobile or offline functionality for field agents
-
Legacy system designed for desktop-only workflows
-
Critical parts of the support tools were unused, confusing, or irrelevant
-
No data persistence offline. Lost customer data
-
Agents felt embarrassed, having to make excuses in front of clients
-
A clunky helpdesk system that increased frustration for both agents and customers
-
Negative impact on brand perception and customer trust
-
Old UI
-
A design system existed for the end customer but lacked of key components needed for these scenarios
My Role & Responsibilities
-
Leading user research and synthesis of pain points
-
Facilitating empathy mapping and journey mapping
-
Redesigning information architecture and workflows
-
Creating a mobile-first, offline-first experience
-
Delivering new UI components for the existing design system
-
Conducting usability testing
-
Aligning with legal, compliance, and customer support
-
Driving cross-functional collaboration
Impact & Results
For Users
Reduction in advisor turnover
Advisors now confident in client meetings
No more “making excuses”/Full control over meetings
Offline-first design eliminated data loss
Faster, clearer helpdesk processes
For Business
Strengthened employer brand and reduced recruitment churn
Increased customer acquisition and retention
Reduced support call volumes
Improved brand perception and customer satisfaction
Design System
Delivered new component library extensions
Mobile-specific components, error handling patterns
Increased system consistency and scalability
Process & Methods
Discovery / Define
The goal was to reveal pain points beyond desktop sales flows and create a holistic redesign.
Methods
Stakeholder interviews (Sales, Legal, Customer Support, Product)
In-depth interviews and field observations with mobile advisors
Empathy mapping and journey mapping
Card sorting
UX Audit of legacy tool
Insight
-
Dropout among new mobile agents
-
Advisors ashamed in customer meetings
-
Offline issues, lost data, extra work
-
Advisors confused by support call flows
-
Design system lacked critical components to support mobile & offline UX
Before The Redesign of Agria – internal insurance system
Before/After navigation menus
Persona
Empathy maping
Ideate / Prototype
Design mobile-first, offline-capable, and empowering solutions.
Methods
Brainstorming & brainwriting
Task flows, wireframes, and hi-fi prototypes
UX writing standardization
Workshops validating legal & compliance requirements
Outcomes
-
Delivered missing components to the existing design system
-
Simplified navigation structure based on user priorities
-
Unified error handling and feedback, improving clarity
-
Helpdesk call flows redesigned with clear escalation paths
-
Empathy-led design increased advisors’ confidence in the tool
Validation & Delivery
-
Usability testing (new agents + legacy users)
-
Task success rate increased
-
Mobile-first
-
Design system component delivery
-
Documentation for implementation and design governance
-
Aligned employer branding with tool improvements (confidence, empowerment)
Strategic Recommendations
A key recommendation was to apply a mobile-first and offline-first approach where relevant—specifically in scenarios where mobility and access to information in disconnected environments directly impact user efficiency and customer experience. While not all internal tools require this level of flexibility, the project demonstrated that for mobile advisors working in the field, these capabilities were critical to reducing friction, increasing user confidence, and strengthening Agria’s brand perception. Adopting this mindset, when appropriate, ensures that future solutions are tailored to the specific contexts and tasks of different user groups.
Additionally, I advised implementing regular usability testing and continuous validation as part of Agria’s design process. Establishing tight feedback loops with mobile advisors and customer service teams would ensure that the system evolves in step with users' changing needs. These insights could not only inform product improvements but also support more effective onboarding, training, and customer service strategies.
Finally, it was important to align the improved user experience with Agria’s broader employer branding initiatives. By delivering intuitive, supportive tools that empower advisors in their roles, Agria strengthens its reputation as an attractive and forward-thinking employer. Investing in technology that makes employees feel valued and successful in their work also directly enhances customer relationships and brand trust.
Card sorting
Design system component development
Mobile form fields & multi-step flows
Simplified navigation menus with progressive disclosure
Wireframes to validate
The Final Result
Reflection & Learnings
​This project demonstrated the power of going beyond the brief.
We transformed a “menu tweak” into a strategic redesign that addressed deep organizational pain points.
-
Listening to users reveals what data alone can’t
-
Cross-functional collaboration
-
Empowering users improves customer outcomes and brand trust