Direct-to-consumer life insurance journey design and implementation
Insight: Customers don’t prioritise taking out life insurance and therefore aren’t always willing to invest time in the process.
Design challenge: How can we create a self-service journey for referred life insurance customers to understand their needs and circumstances prior to their advice meeting?
Idea: A supportive, engaging journey that guides users through simple to steps to provide their information, book an advice meeting and get prepared.
My role in this
I played a leading strategic role in the creation of this product, working closely with the Product Owner on the client-side, as well as the cross-functional squad at AKQA. This included:
Determining the overall purpose and role of the product
Rigorous customer and landscape research to determine the need and parallel experiences to draw upon
Broader ‘DVF’ testing to understand:
Desirability of users to interact with the product
Viability from a business perspective to inform prioritisation of features
Feasibility to implement features from a tech and operational perspective
Longer-term product roadmap development
Ongoing strategic product management and Agile management
The creation of promotional materials for the client to share and present the product to relevant stakeholders at industry conferences.
