Digitising the life insurance application process by replacing a manual call centre journey with a seamless online experience across LifeBroker, Compare the Market and iSelect.
After completing a basic quote, customers traditionally had to finish their application over the phone with a call centre consultant. TAL wanted to transform this into a fully digital self-service experience across LifeBroker, Compare the Market and iSelect. The challenge was delivering a consistent experience across three brands while working with outdated design systems, offshore developers and multiple internal and external stakeholders.
Requirement
Design a complete end-to-end digital application journey that replaces the manual phone-based process. The experience needed to simplify complex insurance questions, work across three brands, reduce reliance on call centre staff and be ready for developer handover.
User Research
We conducted:
Mapped the complete customer journey from quote through to submitting a life insurance application.
Reviewed competitor experiences and future-state opportunities to identify ways to simplify complex insurance forms.
Collaborated with business stakeholders, external partners and offshore developers to validate designs and prepare for implementation.
Key Findings:
Customers were dropping into a phone call after the quote, creating friction and increasing operational costs.
Each partner brand had different design patterns and outdated UI components that required alignment.
Breaking long forms into smaller, guided steps would improve confidence and completion rates.
solutions
We Developed
Digital transformation
Designed a fully digital application experience that replaced the traditional call centre process, allowing customers to complete their life insurance application online.
Journey mapping
Created detailed end-to-end customer journeys across LifeBroker, Compare the Market and iSelect, identifying pain points and opportunities before moving into high-fidelity UI.
Motion design
Introduced Lottie animations and stronger brand moments to reassure customers during longer loading states and multi-step forms, helping keep users informed and engaged.
Future vision
Produced blue-sky concepts for a future phase featuring question-per-screen interactions, richer visual storytelling and a more modern digital experience aligned with leading consumer products.
