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Getting covered should feel good, not scary.

Cinch made professional coverage
simple, smart, and happy.


Design and launch a responsive digital platform for Cinch, a new liability insurance product from Berkshire Hathaway Specialty Insurance, offering simple and convenient protection to professionals at any stage in their careers, with or without existing insurance, against liabilities specific to their industries.

The Idea

Using an iterative processes, the Nonfiction team designed a single, streamlined web app that would support a spectrum of professionals with a range of coverage needs and priorities.

Our comprehensive platform engaged the full lifecycle of the customer experience with integrated product marketing and education, new quote generation and management, and administrative tools for policyholders. Through neatly architected user ​stories​ and cohesive interface design, our solution delivered Cinch customers the complex, and often opaque business of liability protection with consideration, clarity, and confidence.

Our Solution


check Competitive Analysis

checkPersona Development

checkUser Flows


check Storyboarding

check Low-Fidelity Sketches

check Wireframing


check Responsive Prototypes

check UI Elements Library

check Custom Icon Font

How We Got There
How We Got There

Nonfiction collaborated with the Cinch team at BHSI and their technology partner, Mendix, to ideate a shared vision for the product's first release.

  • Discovery workshops and stakeholder interviews gave insight into the existing insurance industry

  • Competitive analysis defined a baseline feature set and pinpointed strengths and weaknesses

  • Personas identified behavior patterns, values, and goals, informing a comprehensive list of end-user requirements


Through iterative storyboards and wireframes we defined the site content and how it would be integrated into both a public and an account-holder side of the experience, under a consistent navigation.

  • Site architecture and navigation organized the experience as an MVP while planning for future features and content 

  • Zone diagrams and sketching sowed the strengths we discovered through competitive analysis into our design from the outset

  • Wireframing for multiple breakpoints verified content hierarchy across devices, meeting the convenience requirement set by our personas


Using Cinch's new branding as a starting point, we created an interface design that complimented the base elements of the Mendix platform while maintaining visual continuity across the experience.

  • Audited the Bootstrap based Mendix UI library to prioritize customization of critical features while relying on base features where efficient

  • Translated print branding into flexible web design guidelines

  • Produced a custom vector icon font, allowing developers to easily modify as needed using CSS


Interested in working together?

I'd love to hear from you!

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