Insurance sales consultation

Redefined the buying journey through app-driven knowledge

As the lead designer for this project, I collaborated closely with the product manager and engineering manager to identify key focus areas along the customer journey.

Together, we formulated a comprehensive development strategy aimed at achieving our objectives, ensuring a seamless and trust-building experience for users navigating the complexities of life and health insurance through CLARK's platform.

CLARK is a German-based insurance manager company that brings clarity to the complex world of insurance. Within the Digital Consulting team, our mission was to improve the experience for customers who have entered a life & health buying journey through a culture of consultation over sales, and therefore create trust between users and consultants.

We needed to gain user’s trust through a transparent and personal buying journey

Based on insights from comprehensive research done about our users, we believed that the key to success was to build a transparent buying journey and increase trust in our consultation.

To ensure the entire development team was aware of the problems we needed to tackle and gain support and engagement on the problem space. I led a two-day Discovery Design Sprint, having the participation of our consultant partners as well.

The Discovery Design Sprint helped us:

Build trust and foster synergy with the consultation team.
Create an agreement on the target area, of the journey, to focus on.
Build up excitement and engagement from developers to collaboratively create solutions.

To be able to stay true to our mission, we were facing some challenges:

Users that had a negative or no experience with brokers, were skeptical

Users wanted transparency on the process to increase trust in CLARK

Users didn’t have a sense of control over their journey with CLARK

Users that had a negative or no experience with brokers, were skeptical

Our strategy was designed to complement the work of internal consultants rather than replace it. We aimed to empower consultants with more qualified and informed prospects, ensuring that our efforts were perceived as a valuable enhancement to their sales calls rather than a takeover of their responsibilities.

We introduced a seamless option for users to book a call with consultants directly from the app, creating a user-centric and consultative environment to enhance trust and interest throughout the buying journey.

By introducing actual images from our consultant’s database we aimed to create more trust and begin the relationship between the consultant and user before the appointment was made.
By giving users the ability to pre-submit their questions and concerns we enabled consultants to be prepared for the meeting, as well as giving control to the user about the topics they wanted to discuss.

Users would like to have more control over their insurance decisions

We aimed to provide comprehensive insights, empowering users with information and options to make smart decisions. By bringing external knowledge inside the app, we minimized the need for additional research for the users.

Present the dense insurance information in a digestible manner through a series of “slides”
Give users answers to the main process-related questions usually discussed during the initial call.

Despite our successes in certain development areas, the anticipated impact on consultation requests did not materialize as expected.

Working in close alignment with the consultation team, we broke down our ideas and vision into various digestible pieces to start testing. This allowed us to maintain focus on a specific area of the application and clearly understand how we were going to measure the success of each piece.

As I transitioned from the company, we celebrated significant achievements in certain project aspects, regrettably, we did not observe an increase in scheduled consultations, indicating that our efforts in this specific area faced challenges or external factors that influenced the outcome.

Selected Work

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