Life insurance app concept
Service design
UI design
Client
INVL - life insurance company
My role
Desk research
User interview
UI design
Service design
Timeline:
2022 Nov - Dec
INVL, a leading investment management and life insurance group, aimed to raise brand awareness while exploring new growth opportunities. However, the company faced a significant challenge: many customers tend to forget about their life insurance policies after purchasing them, and companies rarely maintain communication to remind them of their coverage or engage them in meaningful ways. This lack of engagement leads to decreased customer satisfaction, higher churn rates, and diminished trust in the brand. Through user interviews and research, the team identified critical drop-off points in the customer journey where dissatisfaction was highest, necessitating innovative strategies to foster deeper connections with clients.
Problem
To address this problem, the project team developed a concept to maintain continuous engagement with clients after they acquire life insurance. The solution involved creating an app that not only allows users to view their life insurance policies but also integrates various features like investment accounts, savings accounts, and exclusive offers for app users. This multi-functional platform aims to keep the company connected with its clients by offering additional value beyond traditional life insurance services. By focusing on user personas, journey mapping, and interactive design elements, the app was tailored to meet both the needs of the customers and the strategic objectives of INVL, ensuring ongoing engagement and a sense of personalized service.
Solution
The proposed solution has the potential to significantly enhance INVL's brand presence and customer loyalty. By transforming the app into a versatile platform that provides value-added services, the company can keep customers engaged, improve retention rates, and differentiate itself from competitors. The app’s intuitive design and user-friendly features make it easy for users, particularly the elderly, to navigate and manage their policies, fostering a positive user experience. Furthermore, by creating a continuous line of communication with customers, INVL can build stronger relationships, increase satisfaction, and ultimately achieve its goal of raising brand awareness and exploring new market opportunities. The project also opens the door for further innovations through continuous user feedback and iterative development.
Impact
The first step of the project focused on understanding people's perceptions of life insurance, including their reasons for acquiring it or choosing not to. By conducting interviews with 20 individuals, valuable insights were gathered, revealing a range of opinions and concerns. The key information from these interviews was then categorized into clusters, highlighting the most significant patterns and problems to address.
User research/interviews
After organizing the gathered information into clusters, a specific theme was selected as the main focus. To gain a deeper understanding of the users, detailed user personas were created based on the clustered insights. These personas helped in identifying common behaviors, needs, and preferences, allowing for a more tailored approach to addressing user concerns. This process ensured a stronger connection with the target audience, guiding the development of solutions that better aligned with their expectations and experiences.
User persona
With the user personas and a clear understanding of the problems to address, work began on developing the app's user flow. This process involved mapping out the necessary functions and features, ensuring that the app would provide a seamless and intuitive experience for users. By visualizing the entire user journey through the app, it became easier to identify key interactions and design the project in a way that effectively met user needs while also aligning with the project’s goals.
User flow
Recognizing the challenge presented by the company's main goal, it was clear that achieving INVL's objective of breaking into a "blue ocean" market would require innovative ideas. The app was designed to allow users to easily access and view their life insurance policies, investment accounts, savings accounts, and exclusive offers available only through the mobile app. By integrating these features, the app aimed to meet both the company's strategic goals and the users' needs, ensuring a valuable and distinctive offering in the market.
Product features
In conclusion, the project resulted in a tool designed to maintain a strong connection with users, offering a platform that goes beyond basic life insurance. It provides a seamless and user-friendly experience. The addition of unique features helps the product stand out in a competitive market. While the current outcome is promising, ongoing brainstorming, ideation, and user testing will further refine and enhance the product, making it even more exceptional.
Solution
Let’s talk
Whether you are interested in working together or just want to find out more, please feel free to reach out. I'd be more than happy to set something up!