UX/UI Design
Research
Design Sprint
The supplemental health insurance company faced challenges in leveraging its existing data to drive sales and enhance customer experiences. Despite having a wealth of data, the company struggled to extract actionable insights and utilise data effectively.
This limited their ability to personalise offerings, improve customer satisfaction, and drive revenue growth.
To address these challenges, we conducted a six-week design sprint focused on exploring opportunities to utilise data to drive sales and improve the overall customer experience.
For this design sprint I was the sole designer, it was my responsibility to connect with senior stakeholders, sales agents and customers to understand how we can use data to enhance experiences and drive sales.
Various Engineers
The Challenge
002
01
No "Self-Service" for group insurance customers. Forced to deal with sales agents
02
Policies often use complex language and can be difficult to understand if you need it / what it covers.
03
Many agents were leaving around the 1 year mark, citing complexities with selling to customers - impacting revenue
Research
003
We interviewed sales agents and customers to understand the experience buying insurance policies, and also the experience of selling policies. This allowed us to map the journeys and identify any pain points which led to us brainstorming ideas for possible solutions.
Conducted user interviews with 4 Sales agents and 6 customers to understand the buying and selling experience with the company
We conducted multiple ideation workshops and working sessions with the wider team and senior business stakeholders. This allowed us to pitch ideas and get feedback quickly
Customer Insights:
No self-service online for insurance through work cover forcing users to go via agents
Policies are complex, difficult to know what they need
Not sure if they'd use the policy, "Why would I pay for something I won't need?"
Agent Insights:
Difficult to sell additional policies, customers apprehensive that they'll need them
Policies are complex and can be confusing for customers
Feel as if they're going in blind to sales calls, not sure what to recommend / upsell
Key Features
004
01 Customer Solution
We designed a self-service platform for group customers which leveraged data to offer personalised insurance policies for the customer. By focusing on "recommended for you" we included stats to help reassure the customer that this policy would be beneficial as others similar to you have benefited from the policy type.
By offering them the ability to self-serve (with the option to call an agent) we provided choice for those who were dissuaded by agent contact.
oisinmckeever.com
oisinmckeever.com
oisinmckeever.com
