HSA Insurance


Background: HSA Insurance is the largest provider of insurance to small and medium sized businesses in New England. Their site needed to better connect with users, solidify the brand, and streamline the sign up process. Selecting the right plan had to be fast, intuitive, and address the many types of users they provided services for. The product had to compete directly with Mass Health Connector, as well as Obamacare.

HSA Insurance Home


My tasks included:

  • Full audit of the existing site.
  • Requirements gathering and project scope.
  • Competitor Analysis.
  • Technical Research.
  • Rapid prototyping of wireframe walkthroughs.
  • Hi-res mock ups of each major section of the application.
  • Copy editing and content creation.
  • Front end development and cross browser testing.


The new look and feel was viewed positively by users post release. Subscription rates improved, time required to sign users decreased significantly.