MetLife Legal Plans also known as MLP is a group legal insurance plan only offered through an individual's employer.
Sketch
InVision
Miro
Power Point
Zenhub
Product Designer - Led product strategy, feature prioritization, UI/UX design, and cross-functional alignment. Partnered closely with marketing, engineering, and external TurboTax stakeholders to drive seamless integration and optimize conversion funnels.
2 Weeks
MetLife Legal Plans (MLP) relies heavily on the annual employer open enrollment period for member acquisition and retention. To remain competitive and drive growth, MLP continuously seeks to augment its core legal services with high-value, complementary benefits.
Business stakeholders identified an opportunity to increase enrollment velocity and platform engagement by offering a compelling new incentive. The challenge was successfully integrating and marketing a third-party service without diluting the core MLP brand or confusing users.
Users require clear, immediate, and tangible value to opt-in during crowded open enrollment cycles.
By securing a strategic partnership with TurboTax, we hypothesized that offering complimentary premium tax services would act as a powerful conversion catalyst. If we seamlessly surface this offer within the legalplans.com ecosystem, we could significantly lift 2022 plan enrollments while driving sustained engagement.
To successfully integrate the TurboTax partnership within a strict two-week sprint, I led a rapid prioritization exercise. We defined core requirements, identifying technical constraints regarding API integrations versus marketing overlays, ensuring the MVP delivered maximum impact with minimal engineering overhead.
I designed a targeted, high-visibility promotional module strategically injected into the core Services page—the highest-traffic zone during enrollment. This entry point funnels users to a dedicated, co-branded landing page detailing the offer specifics, eligibility, and redemption flow.
Initial low-fidelity flows focused on reducing cognitive load. I mapped the user journey from the initial promotional hook ("Learn More") to the comprehensive TurboTax informational hub, ensuring the transition felt secure and contextually relevant.
Translating conceptual flows into structural wireframes allowed me to validate content hierarchy and component placement. The goal was to establish a clear visual relationship between the promotional banner and the subsequent landing page.
I led multiple design iterations to balance MetLife's brand guidelines with TurboTax's distinct visual identity. Prototyping focused on optimizing the CTA hierarchy and ensuring the value proposition was immediately scannable across viewports.
The final banner design utilizes strategic visual contrast. Rather than blending into standard site marketing, the component utilizes distinct typographic hierarchy and spacing to signal a premium, exclusive offer. A fully responsive mobile architecture was engineered to support the growing segment of users enrolling via smartphone.
The dedicated information page was optimized for rapid comprehension. By utilizing scannable bullet points and utilizing color psychology (red accents) to highlight critical enrollment deadlines, the design minimized friction and drove users toward immediate conversion.
While structurally simpler than a full platform overhaul, this project was a masterclass in driving business impact through targeted growth design. Successfully harmonizing two distinct corporate brands—MetLife and TurboTax—required deep cross-functional collaboration and strict adherence to co-marketing compliance. The initiative reinforced that high-impact UX often lies in clear, conversion-optimized communication rather than purely complex functionality.