Revised and expanded second edition.

Your go-to guide for building better digital experiences in one of the world's most unique industries.

Written by Steve Johnson, Co-Founder and Chief Product Officer of insured.io, this pocket-sized guide distills more than two decades of insurance and UX experience, plus insights from over 250,000 customers, into clear, practical advice you can actually use.

Learn how to simplify, modernize, and improve every step of the policyholder journey. Whether you're a carrier, MGA, agent, or insurtech leader, you'll find actionable strategies to transform legacy systems, strengthen customer loyalty, and make the insurance experience better.

This expanded edition adds a full section on AI in insurance, including virtual agents, conversational claims intake, and the guardrails to put around them, along with expanded coverage throughout.

Smart. Practical. Occasionally funny (hopefully). And almost certainly the only insurance book you'll ever read that references velociraptors and Domino's Pizza.