Swallow set out to give pricing teams a faster way to build, test and deploy rating engines without waiting on developers. My role was to turn that ambition into a product that made sophisticated pricing workflows feel clear, fast and dependable.
Pricing teams were managing critical logic across fragile spreadsheets and manual processes, leaving developers to turn every change into working software. What should have been controlled by the people closest to pricing had become slow to update, difficult to test and risky to deploy.
Pricing logic was scattered across spreadsheets, making versions difficult to track and manage
Even simple pricing changes depended on engineering time to reach production
Manual testing and lengthy deployments made mistakes costly and updates slow
Working together was a game changer. Every part of our website, product design, UX, and branding felt carefully considered, with Josh creating a seamless experience that tied everything together beautifully
Insurance pricing was still rooted in old-school spreadsheets and manual processes. I helped move that complexity into a clearer digital experience, building a visual language across Swallow’s product, website and brand that made sophisticated pricing infrastructure easier to understand, trust and use.
Swallow needed to turn complicated insurance logic into something pricing teams could work with directly. I designed the core experience around how those teams actually work, mapping journeys, shaping workflows and defining how features connected across the product. That meant turning technical processes into clear, familiar experiences that take users from building logic through to testing and deployment without needing to think like developers.
The finished screens were only part of the work. Each feature was designed across complete flows, states, behaviours, edge cases and responsive layouts.
Detailed specs and annotations documented how everything should work, giving developers clarity from the overall journey down to individual interactions and states.
As Swallow grew, every new workflow brought more states, interactions and edge cases to solve. I built an atomic design system on a 4px grid, with reusable components and patterns that kept the experience consistent, accounted for real-world states and gave development a clear foundation to build from.
Swallow’s early website (before I began) was built around an MVP and a much simpler story. As the product matured, I evolved the site alongside it, finding clearer ways to communicate new capabilities and using the product itself to show customers what Swallow could do.
What began as a focused pricing tool was becoming a much broader platform, with more capabilities than a single page could comfortably communicate.
Features were presented through long descriptions and static UI, making an increasingly sophisticated product harder to understand at a glance
With one page doing everything from product education to FAQs, there was little room for new use cases, customer stories or the expanding world around Swallow
As Swallow became more capable, the website needed to make an increasingly complex product feel immediate and easy to understand. I moved away from long feature explanations and brought the product itself into the experience, using real UI, focused interactions and motion to demonstrate how things worked.
Features became visual stories, helping customers understand the value of Swallow without needing to learn the technology behind it.
The product and website changed significantly over the years, and the identity evolved with them. Starting with my initial redesign of Swallow’s early brand, I continued refining its visual language into something more confident and flexible, creating a brand that could feel equally at home across product, web and everything around them.
My first redesign gave Swallow a new visual foundation across brand, product and web. As the business matured, I continued to evolve that identity, introducing Avenir, refining the logo and strengthening the colour, graphic and motion systems around it.
The result is a more confident and recognisable Swallow, with a visual language flexible enough to move between product, website and wider brand without everything needing to look the same.
Design had a seat at the table from the start. As the company’s sole designer, I worked directly with the founder across product, UX, brand and web, often getting involved before there was even a screen to design
Over several years, my role grew far beyond delivering interfaces. I helped shape what we built, how it worked and how we took it to market, from early product thinking and roadmap conversations through to developer collaboration, launch and iteration.
It’s exactly the kind of relationship I enjoy most: working closely with founders, understanding the business as well as the interface, and contributing wherever thoughtful design can make the biggest difference.
