Redesigning an ecommerce insurance experience built for personalization at scale

As part of an overall digital transformation and rebranding of TruStage, Digitas was asked to redesign their owned experience. It became very clear at the outset of the project that we were battling tensions between consumer confusion around insurance and a desire to remove agents from the process. With the brand’s goal to be the trusted partner in consumer’s financial decisions we had a hill to climb with technical debt and needed change management. We aligned on the goal to design a simple, intuitive ecommerce experience that could provide direct to consumer life insurance and cut through industry language and complexity. All the while crafting a design system that would be built for scale, personalization and an ever-changing financial economic climate.

INSIGHTS

We connected simple, yet powerful insights both across the life insurance landscape and within the enterprise that showed us the path forward. Data & Strategy teams defined a persona from behavioral data, called Theresa, so we could place the consumer at the center of the redesigned experience. We defined rich differentiating white space—the need for direct to consumer life insurance that provides a price estimate up front as well as learning opportunities throughout the consumer journey. And Theresa’s consumer journey ultimately became a touchstone for the redesign process as well as an internal driver of change. We focused around the following truth; for consumers today, there is no life insurance ecommerce experience that is simple, straight-forward and builds trust in a meaningful way. It also became clear that our client’s needed a modern brand digital ecosystem that empowered enterprise agility as they adapted to changing consumer needs and built a lifetime relationship with their consumers.

SOLUTION

We designed a digital ecosystem that’s personalized at scale, engaging consumers to meets their needs wherever they are in their journey. Crafted using a component-based design and tech system that leverages the data-informed consumer journey, the adaptive design provides consumers the ability to get a life insurance estimate based on three simple questions. Consumers are able to compare all of the relevant quotes based on their needs. And then go deeper on questions or topics they’re interested in, written in easy-to-understand language. When they’re comfortable and ready to purchase a policy, they can easily access the application process contextually within their online experience. The redesigned website also provides an efficient system that the client’s marketing teams can easily manage, test hypotheses to drive optimization and adapt to changing consumer needs via rich behavioral data.