Motor Ichiban

Improving the online presence of a product for a specific user group

The Motor Ichiban car insurance brand was created specifically for Japanese expats living in the UK.  After its acquisition by MS&AD Insurance Group in 2017 I was part of the team responsible for improving and increasing its digital offerings.


Product Designer


  • 1 Product Owner
  • 1 Product Designer
  • 1 UI Designer
  • 3 Developers


December 2017 to May 2018 (6 months)


  • Sketch
  • Axure
  • Zeplin

Key challenges

  • Selling the value of design thinking internally to the business
  • Understanding design and digital behaviour of a different culture
  • Leading the creative direction and production of UI assets

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