Insurance Product Digitisation
Led a multidisciplinary design squad to digitise legacy insurance products previously only available via call centres and brokers, delivering seamless multi-channel experiences backed by rigorous research, journey mapping, and FMEA-driven testing.
To increase product sales and accessibility of insurance products.
Business Problem
The reliance on call centres and brokers led to slow turnaround times, manual processes, and customer frustration. Inefficiencies in onboarding and claims hindered growth and drove clients elsewhere. This highlighted the urgent need for digital transformation to streamline operations, improve service delivery, and enhance customer satisfaction.
Approach
Led a multidisciplinary design squad to digitise legacy insurance products previously only available via call centres and brokers. Conducted user research, journey mapping, and competitor analysis to identify key pain points and opportunities. Delivered wireframes and ran iterative user testing to ensure seamless multi-channel experiences. Collaborated with engineering and QA teams on process mapping and FMEA, defining KPIs and dashboards to support continuous improvement and measurable customer experience outcomes.
Customer and Colleague Research
We conducted a research project to redesign an insurance product originally available only through a call centre. Using call centre data, we identified common customer issues and preferences. Field research provided insights into real-world user experiences, while competitor analysis revealed market gaps and opportunities. User testing helped us refine the product's features and usability. Combining these insights, we successfully transitioned the product to digital channels, ensuring it met the evolving needs of our customers and provided a seamless online experience.
Journey Mapping and Design Thinking
We embarked on a comprehensive journey mapping process to digitise our manual insurance processes. First, we identified key touchpoints across various insurance products. Then, we meticulously charted each step, from initial inquiry to policy renewal, ensuring no detail was overlooked. Collaborating with teams across departments, we gathered insights from customer feedback and data analytics to enrich our understanding. With a shared vision of enhancing customer experience, we mapped out streamlined digital pathways, optimising efficiency and convenience. Through iterative testing and refinement, we cultivated user-centric digital solutions, marking a significant milestone in our quest for innovation and service excellence.
Wireframes and User Testing
We wireframed multiple insurance products to digitise manual processes, mapping user flows and interfaces for clarity and ease of use. Following this, we conducted user testing to gather feedback, enabling iterative refinements that enhanced usability. The result was a set of digital insurance products designed for seamless customer interaction and efficient service delivery.
Testing, Feedback and Continuous Improvement
We engaged in collaborative efforts with process engineers to conduct a Failure Modes and Effects Analysis (FMEA). Subsequently, these analyses underwent further assessment by quality assurance and technical product teams to delineate both positive and negative test scenarios. Key Performance Indicators (KPIs) pertinent to each colleague and customer journey step were meticulously defined. Tailored dashboards were specifically crafted for each functional product area, catering to teams actively involved in the product launch. Although these were manual, the business value was strongly verbalised.
