The first 100% digital, multi-channel life insurance sales platform, with integrated customer touch points across all parts of the customer journey.

Resulting in higher than forecasted cover & multi-benefits customer uptake, and a lower than anticipated 30-day cancellation rate.

Project objectives:

Design the experience around discovery – enabling customer to get to a point where they are freely making the choice to buy cover from TAL & they feel good about their choice.

Research lead design principles:

• Enable people to “choose their own adventure” based on their needs, knowledge and insurance confidence level.
• Provide the flexibility to move between journeys – avoid customers getting stuck on one path.
• Integrated with real people – ability to have a conversation with customers at any time.
• Validation – built into every step to keep people processing towards purchase.
• Complete transparency – empowering people to educate themselves, delve into their options, understand trade-offs & make confident choices.
• Recognize that some insurance purchasing customer journeys are just starting, where some are close to finishing.
• Clever use of content and navigation to build good customer data for re-targeting.

Overview of my role