Life Insurance Customer Experience

The challenge

I was tasked with mapping out a purchasing experience for a big name client in life insurance. The goal was to understand and visualize how the customers discovered, purchased, and onboarded with the product. The findings is used to improve the existing experience to increase sales. The project completion timing was two months.

My role


The outcome

UX Teardown
I used UX Teardown technique to assess the current experience. The technique worked out great in this scenario because I’ve never purchased a life insurance product from this company before. One of their sales channels is through Costco, so I took the trip there to see how they display their product in the store. I also inquired about the product from Services rep. The goal of this trip is to understand how the client advertises the product. I also wanted to be familiar with the product discovery phase to ask prompting questions quickly during the customer interview (see below).

I then went through the entire application (online and offline) and evaluated the experience, interaction, and design against UX best practices and principles.

I also evaluated a similar application experience from two of the client’s top competitors. This gave me a benchmark and perspective for comparison.

Interview with customers
I planned, set up, and conducted 1:1 interviews with existing customers. They were asked to:
  • Describe how they learn about the product
  • Talk about key determining factor to consider buying life insurance in general
  • Share the reason for choosing this product and the decision-making process
  • Describe the purchasing process from starting an application and performing any follow up activities to set up customer accounts.

Journey Mapping
I analyzed and synthesized the findings into a journey map. The map illustrated the most common path the customers took from awareness, consideration to purchase. I also called out high points, pain points in each phase, and noted any major design or customer experience issues.

The impact
  • Initiated empathy amongst stakeholders by showing how actual customers experience the product. This is the first step in the Design Thinking framework.
  • The client was please with the result and showed interest in moving into the next engagement.
  • The report-out reached eight stakeholders on the client-side. A case study was shared with internal teams of over 100 people at a show and tell.