The existing Chubb digital experience lacked cohesion, clarity, accessibility—and that distinct sense of luxury the brand is known for—making it harder for key users to navigate. At the same time, Chubb was in the midst of a rebrand, Critical Mass was brought in to help lead the charge on developing a global design system, including a comprehensive and scalable web redesign.
The existing Chubb digital experience lacked cohesion, clarity, accessibility, and that distinct sense of luxury—making it challenging for key users to navigate. Our solution focused on three core audience needs:
Individuals & Families – Build meaningful connections.
Businesses – Enhance brand visibility.
Agents & Brokers – Deliver unparalleled service.
Alongside this, we also saw an opportunity to focus on 3 key pillars:
Introduce Chubb in a way that feels simple, focused, & premium.
Strengthen emotional connections through thoughtful copy, tone, and visuals.
Reflect brand values by guiding navigation and providing clear context.
As the Product Designer and Design Systems Specialist on this project, I played a role in supporting the Design Team and helping in shaping Chubb’s evolving digital presence. I was brought in for my strength in building thoughtful systems and designing elegant, people-centered UI from previous projects, I had the opportunity to work between the intersection of systems thinking, UI/UX strategy, and visual design.
This project allowed me to move fluidly between high-level design strategy and detailed execution. While my primary focus was on developing a scalable global design system, I also had the opportunity to apply my branding and visual design skills to help elevate the overall aesthetic and tone of the experience.
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As the Product Designer and Design Systems Specialist on this project, I played a role in supporting the Design Team and helping in shaping Chubb’s evolving digital presence. I was brought in for my strength in building thoughtful systems and designing elegant, people-centered UI from previous projects, I had the opportunity to work between the intersection of systems thinking, UI/UX strategy, and visual design.
This project allowed me to move fluidly between high-level design strategy and detailed execution. While my primary focus was on developing a scalable global design system, I also had the opportunity to apply my branding and visual design skills to help elevate the overall aesthetic and tone of the experience.