outstand

Bringing structure to brand, system, and segmentation inside a compliance driven marketing platform

challenge

Outstand was a marketing platform for independent agents at large national brands in insurance, wealth management, and real estate. Agents chose it for its simplicity, but in practice they commonly misused the provided content or ignored it altogether. That created real legal exposure for the brands behind them, and made it hard for Outstand to demonstrate its value to the enterprise clients paying for it.

solution

I led research and design work to understand who these users actually were, how they behaved, and why key features weren't landing. I also refreshed the brand and established a design system to give the product a more cohesive foundation. From there I redesigned core parts of the platform, cut what wasn't working, and expanded what was, grounding every decision in what I learned from analytics, surveys, and interviews.

The core tension for agents was wanting to sound like themselves while staying within what their brand allowed. Working with the core product team, I addressed that by building a digital asset manager of pre-approved content that agents could actually personalize, adding their own notes, profile styles, and voice through the email composer. Brands got compliance. Agents got a personal touch. The result: zero lawsuits related to content among agents using the platform.