Researching and mapping TAL's customers' goals across their retail insurance journey to find out how they would describe success - in their own words. Comparing customer goals with those of the adviser and the TAL business, to understand when they are in sync, and where there is tension.

Research lead design principles:

• Put TAL's customers at the centre of our decision making and prioritization.
• Orientate the TAL business around the customer’s goals.
• Embed TAL's customer ambition into the journey.
• Create a customer compass that highlights and allows TAL to solve the right customer problems.
• Create a living digital document that is updated overtime, while creating a common customer language within TAL.

Overview of my role