Making life insurance decisions simple
Direct to consumer life insurance
Challenge
The client was in a bit of a bind: to meet their goal of making the life insurance business more profitable, they had a vision of creating a self-serve, mobile-first application process that would be cheaper, faster, and more accessible. However, cutting agents out of the sales process would alienate their workforce, and customers had serious concerns about sharing health data through smartphone sensors.
Goal
Amplify was hired to design a technology-led life insurance sales process that allowed customers to drive, but used expert guidance where it was most important during decision making. In particular, we were tasked with solving for the discomfort users feel when sharing biometric data by making the whole process transparent and trustworthy.
Solution
First, we had to identify what makes people uncomfortable when buying life insurance and prevents them from making a decision - and how agents solve those barriers. Then, we defined a human-centered model of how to help consumers choose and buy the right life insurance, based on the critical conversations agents have with families about their long term goals.
Amplify designed, tested, and refined a multi-channel service that allowed customers to choose how they wanted to move through the process: in a self-led mobile experience, by using shared digital tools with a remote agent, or using those tools in person with an agent.
The result was end to end service design - including wireframes of consumer products, agent digital platforms, and health data sensor interaction design - that helped our client transform a core line of business.
