Private case study

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Confidential client work - please reach out for access.

Arity - Routely

A consumer migration at scale — eight carriers, distinct brand voices, zero dropped users

Cross-platform UX and communication strategy that moved Rural insurance and Farm Bureau cohorts off Routely v1 onto modular Routely - each carrier with distinct brand voice.

Cross-platform · Data Migration · Data UX

TL;DR

Designed a staged push → in-app → hard-block communication system with unique copy tracks per org.
Mapped six delivery intervals per carrier on average, iterating weekly with Customer Success reads from the field.
Helped modular app UX for Android automatic updates (~9.4k MAU) while guarding trust through the migration window.

Role Sole UX owner for migration communication; contributor to modular app flows

Timeline Approximately 2.5 months alongside Preview App v2

Platforms iOS | Android

Team Customer Success, Brand Marketing, iOS/Android development, eight external carrier stakeholders

200K Users migrated Across eight carriers with tailored messaging cadences.
56+ Airship messages designed Average of six timed intervals per org after CS feedback loops.
100% Migration completion Coordinating CX, Brand Marketing, and mobile engineering timelines.

Problem space

Routely is white-label telematics for carriers. Moving 200,000 policyholders onto the modular codebase meant eight parallel programs — each needing brand voice fidelity, phased outreach, engineering coordination, and a safety net before hard enforcement. Engineering could not finalize in-app screens without approved copy, so messaging became the critical path.

What shipped

Airship-backed campaigns escalating from gentle reminders through full in-app prompts to a blocker state for stubborn cohorts — all tuned per carrier. I mapped an average of six delivery intervals per org, iterating weekly with Customer Success reads from the field. Each carrier got a unique copy track; I synced assets with CX and developers so Android/iOS timelines stayed honest.

Communication cadence

The system staged escalation across five intervals: early announcement, multi-week countdown, one-week urgency, action-required (visual urgency shift), and post-deadline recovery for holdouts. Push notifications and in-app modals worked as paired touchpoints — lock-screen nudge, then full context inside the app.

Visual below is an approximate stand-in for the proprietary production UI — recreated to illustrate workflow patterns without exposing confidential client assets.

Approximate stand-in: five-stage migration messaging timeline showing push notifications and in-app modals from announcement through post-deadline — Staged push → in-app → hard-block cadence: five escalation intervals tuned per carrier, from early announcement through post-deadline recovery.

Outcome

All 200,000 users migrated at 100% completion. Seven carriers shipped on the original timeline with zero issues; an eighth reversed course near the deadline — new messaging, timeline changes, button placement — and still landed inside the Q1 window after a full rewrite and re-approval cycle.

Signals

Parallel track with Preview v2 tightened my muscle for context switching across two mission-critical launches — happy to unpack more with hiring teams directly.

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