Designing the end-to-end life insurance join experience across LifeBroker, Compare the Market and iSelect.
Design an end-to-end life insurance join experience across LifeBroker, Compare the Market and iSelect while balancing multiple brands, legacy design systems, offshore development and a lean delivery team with limited resources.
Requirement
Create a consistent, production-ready experience that simplified the insurance application process while allowing each brand to maintain its own identity. The final designs needed to be ready for developer handover and support future improvements.
User Research
We conducted:
Mapped the complete end-to-end customer journey from comparing policies through to application submission.
Reviewed competitor products and leading digital experiences to identify industry best practice and opportunities to improve the experience.
Collaborated with business stakeholders, partner brands and developers through regular walkthroughs, workshops and design reviews.
Key Findings:
The existing application contained unnecessary complexity and opportunities to simplify the customer journey.
Supporting multiple brands with different design systems created inconsistencies across the experience.
Early collaboration with stakeholders and developers helped reduce delivery risks and improve implementation.
solutions
We Developed
Customer journey mapping
Designed responsive interfaces that worked across LifeBroker, Compare the Market and iSelect while respecting each brand's visual identity and existing design system.
Multi-brand experience
Designed responsive interfaces that worked across LifeBroker, Compare the Market and iSelect while respecting each brand's visual identity and existing design system.
Research and inspiration
Analysed competitor products and modern digital experiences to identify opportunities to simplify the application flow and introduce more engaging interactions.
Future vision
Explored a future concept featuring a question-per-screen application, stronger brand moments and animated illustrations to create a simpler, more engaging experience while pushing the life insurance industry forward.
