← back to projects
Chubb
Global design system and web redesign for a 142-year-old luxury insurance brand — building the foundation for their next digital era.
Client
Chubb
Industry
Luxury Insurance
My Role
Product Designer & Design Systems Lead
Year
2024
view live site ↗
Redesigned Homepage
Design System
.overview
The Brief
Chubb — one of the world's leading insurers for high-net-worth individuals and businesses — needed their digital experience to match the caliber of their brand. I was brought in by Critical Mass as the Product Designer and Design Systems lead to develop a global design system and redesign the web experience from the ground up.
"Build a foundation scalable enough to serve global markets, premium enough to reflect the brand, and flexible enough to grow for years to come."
.my role
What I Did
Design Systems
Architected Chubb's global design system from zero — tokens, components, and documentation that engineering teams across multiple markets could ship from with confidence.
UX & UI Design
Owned the end-to-end interface design across three distinct user groups. Every pattern was built to scale, not just to look good in a mockup.
Visual Design
Translated a brand in transition into a focused, premium digital language — one that made Chubb feel like the world-class insurer it actually is.
Stakeholder Lead
Drove alignment across brand, strategy, and engineering through every sprint. When the scope shifted, the system held — because the decisions were right the first time.
Prototyping
Built the prototype and co-led the kickoff video that got global teams bought in. Turned a design system into something people were excited to build with.
Before & After — Navigation & Homepage
.design system
Building the Foundation
The design system was the core deliverable — a modular, token-based system built to serve designers, developers, and content teams across global markets. We started at the token level (color, typography, spacing) so every decision cascaded consistently across the entire product ecosystem.
Every component was stress-tested against real-world content — long copy, missing images, right-to-left layouts — and shipped with accessibility, motion specs, and localization built in from the start, not retrofitted.
Color Tokens
Brand, neutral, semantic, and interactive state roles — a single source of truth for the entire system.
Typography Tokens
Scales, weights, and line heights mapped to a hierarchy that felt elevated at every breakpoint.
Spacing Tokens
Consistent spatial rhythm — deliberate layouts that gave developers a reliable grid to build from.
.results
Impact
User testing validated the redesign was clearer, more intuitive, and more reflective of a premium brand. The system launched live across two major markets with a clear roadmap for global expansion.
70%
Nav Success Rate
51%
Direct Path Success
2
Markets Launched
2025
EU & APAC Next
Elevated Brand Perception
Testing confirmed users perceived Chubb as more premium and trustworthy post-redesign — the visual work moved the needle on brand equity, not just UX metrics.
Scalable Global System
The design system launched live in the US and Ireland, with a clear path for EU and APAC rollout — built to scale from day one.
Live — chubb.com US