About
Art & Design
Self-Serve Domain Configuration Setup For Fletch Studio
Product Designer
UX Researcher
Duration
4 weeks
Team
Self + Head of Engineering + 2 Developers + CEO
Design
Research
Information Architecture
User testing
Hand-Off
Figma \ Figma Make, Claude, Cursor, Notebook LM
Impact
- Reduced context switching by enabling end-to-end domain setup within Fletch.
- De-risked a high-friction step with guided setup and clear system states.
Fletch simplifies embedded insurance customer acquisition through a B2B2C platform for building and managing insurance workflows.
OVERVIEW
DISCOVERYQuestions that shaped the competitive research
Insights I explored using Claude to turn my research findings into a visual artifact that clearly communicates key insights to non-design audiences.
DEFINEDesign Principles
Hide Complexity, Don’t Erase it
Users don’t need to understand the whole DNS concept but when things fail, they need enough visibility to act on it.
Guide, don’t just
inform
The experience should feel like a task completion flow and less like a technical tutorial.
Design for
uncertainty
Ensure design accounts for clarity on statuses, uncertainty and time expectations.
Competitive Landscape
Axes reflect technicality of DNS exposure vs. quality of user guidance through the flow. Fletch aims to be low technicality with high guidance for the user
IDEATEDesigns!
Two birds, one stone
I used this as an opportunity to address a broader information architecture issue—shifting from dropdowns to a side navigation for global settings. This improved navigability, reduced cognitive load, and made it easier for users to scan and move across sections.
Figures: Before and After of navigation within Global settings
ITERATEWhat changed?
Stakeholders described the navigation as feeling unfinished and hard to orient within.
Adding icons alongside labels reduced cognitive load and created clearer visual anchors.
When all alerts looked the same, nothing felt urgent, causing users to miss critical failures.
I introduced alerts with distinct visual weight and color by severity, accepting more variants in exchange for clearer, higher-stakes visibility.
Plot twist: Reworking the Flow Around a New Technical Constraint
Figures: Product Requirements
Midway through, engineering introduced a more feasible approach that had already been partially implemented on the backend. Instead of reworking from scratch, I adapted the flow by mapping the new method to the same core principles—clarity, progressive disclosure, and predictable system states.
This allowed me to quickly restructure the experience without compromising usability, while aligning more closely with engineering constraints.
SUPPORTDocumentation to help support As domain configuration moved into Studio, clear documentation became a critical part of the experience. We developed step-by-step guidance to help users navigate setup, troubleshoot issues, and understand system requirements, ensuring both technical and non-technical users could complete the process with confidence.
TIMELINEWhat’s next?