Catching up to where 3XD already was.
What started as a website redesign brief quickly grew into something bigger: a full digital overhaul that included a dedicated broker portal and a cleaner brand system to sit underneath it all.
How we did it →
What 3XD does
3XD is a London-based general insurance provider that reaches its customers through a network of brokers and intermediaries. Rather than selling direct, they give those brokers access to a panel of UK insurers under one common policy wording, so a competitive premium can be quoted in seconds and a policy placed on risk in minutes.
Their broker network is central to how they operate. The bulk of policies are placed through intermediaries who need fast access to products, pricing, and policy documents, without having to go through a sales team every time.
The old website did not reflect where 3XD had arrived as a business. And the broker relationship was being managed almost entirely through email and PDF attachments. Both needed fixing.
How we approached the build
Two parallel workstreams: one focused on the public-facing website, the other on the broker portal. Both had to feel like the same product, even though they served very different audiences.
Starting Point
We started by mapping requirements across both audiences. Sessions with the 3XD team to understand the public-facing goals, and with the people who manage the broker relationship day to day to pin down exactly where the friction was and what the portal had to solve.
What we designed
A clean, minimal website built around their products and the 3XD story. A separate broker portal with secure login, product and quote access, downloadable policy documents, and application request flows.
Brand alignment
Updated the visual identity to work across both contexts, tying in the parent brand to create a visually consistent feel.
Brand Guidance
Delivered fully annotated Figma files with interactive prototypes for the broker portal flows, ready for a development partner to build from.
Launch Support
Stayed involved through QA and launch, making sure the built product matched the design intent, particularly around the portal responsive states.
What we delivered - the prototype
A website that looks like it belongs to a business operating at 3XDs level, and a broker portal that removes friction from the process, turning a manually-managed relationship into a self-serve one without losing the personal touch. Click around the desktop prototypes below to see what we produced for the 3XD development team to build.
Summary and closing
This is what good design does for a business like 3XD: it catches up to where they already are.
The website now reflects the quality of the business behind it. The broker portal removes the back-and-forth that was slowing down their sales cycle. And the brand system we refined gives them something consistent to build on as they grow.
Four months. Two products. One brief that kept getting better.
Website Design · Broker Portal Design · Visual Identity Refinement · Interactive Prototyping
Studio: Hive Creative
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