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Developing a new insurance business

Challenge:

Within a large insurance company, a portfolio brand was re-thinking it’s business concept in an effort to improve results. The biggest problems were retention and competing with the large amount of advertising spend centered on price. 

Solution:

Identify, size and profile a new audience, finding key points of influence along the way. Then, develop positioning and guiding UX and creative principles. Using these things, develop features to increase retention. A clickable prototype allowed real people to react to the features, positioning and business concept.

Results:

Testing went well and features are now being implemented into the existing business.

Role:

Audience sizing and persona development

Customer journey development

Positioning development

Feature work session facilitator

Partner with UX and creative on prototype creation

Provide perspective on moderator guide and recruitment