Designing a Connected Insurance Experience
Designing a Connected Insurance
Experience
Designing a Connected Insurance Experience
Role: UX Strategist |· Focus: Service Design, Omnichannel Experience, Operational Workflows
Role: UX Strategist |· Focus: Service Design, Omnichannel Experience, Operational Workflows
Aligning call centre, IVR, and advisor experiences to create a seamless, omnichannel customer journey.
Aligning call centre, IVR, and advisor experiences to create a seamless, omnichannel customer journey.
Aligning call centre, IVR, and advisor experiences to create a seamless, omnichannel customer journey.
My team was tasked with designing the end-to-end customer experience for a new short-term insurance offering at Liberty, a product category that did not previously exist within the organisation.
This required defining the experience from the ground up, spanning non-digital and digital touchpoints across call centres, IVR systems, and financial advisors.
While the initial focus was on creating a non-digital experience, it quickly became clear that the real challenge was establishing how the service would operate across a fragmented ecosystem of systems, processes, and user roles.
Customers, call centre agents, and advisors each interacted with different parts of the journey, requiring alignment to ensure a seamless and consistent experience.
This shifted the focus from designing individual touchpoints to orchestrating a connected, end-to-end service experience that supports both customer needs and internal service delivery.
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience, while collaborating closely with the broader team responsible for IVR and advisor flows.
Project Overview
Project Overview
My team was tasked with designing the end-to-end customer experience for a new short-term insurance offering at Liberty, a product category that did not previously exist within the organisation.
This required defining the experience from the ground up, spanning non-digital and digital touchpoints across call centres, IVR systems, and financial advisors.
While the initial focus was on creating a non-digital experience, it quickly became clear that the real challenge was establishing how the service would operate across a fragmented ecosystem of systems, processes, and user roles.
Customers, call centre agents, and advisors each interacted with different parts of the journey, requiring alignment to ensure a seamless and consistent experience.
This shifted the focus from designing individual touchpoints to orchestrating a connected, end-to-end service experience that supports both customer needs and internal service delivery.
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience, while collaborating closely with the broader team responsible for IVR and advisor flows.
Project Overview
My team was tasked with designing the end-to-end customer experience for a new short-term insurance offering at Liberty, a product category that did not previously exist within the organisation.
This required defining the experience from the ground up, spanning non-digital and digital touchpoints across call centres, IVR systems, and financial advisors.
While the initial focus was on creating a non-digital experience, it quickly became clear that the real challenge was establishing how the service would operate across a fragmented ecosystem of systems, processes, and user roles.
Customers, call centre agents, and advisors each interacted with different parts of the journey, requiring alignment to ensure a seamless and consistent experience.This shifted the focus from designing individual touchpoints to orchestrating a connected, end-to-end service experience that supports both customer needs and internal service delivery.
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience, while collaborating closely with the broader team responsible for IVR and advisor flows.
Project Overview
My team was tasked with designing the end-to-end customer experience for a new short-term insurance offering at Liberty, a product category that did not previously exist within the organisation.
This required defining the experience from the ground up, spanning non-digital and digital touchpoints across call centres, IVR systems, and financial advisors.
While the initial focus was on creating a non-digital experience, it quickly became clear that the real challenge was establishing how the service would operate across a fragmented ecosystem of systems, processes, and user roles.
Customers, call centre agents, and advisors each interacted with different parts of the journey, requiring alignment to ensure a seamless and consistent experience.
This shifted the focus from designing individual touchpoints to orchestrating a connected, end-to-end service experience that supports both customer needs and internal service delivery.
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience, while collaborating closely with the broader team responsible for IVR and advisor flows.
My Role
My Role
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience.
My responsibilities included:
Framing the service challenge and identifying key experience gaps
Conducting stakeholder, customer, and call centre agent research
Analysing current journeys and defining improved end-to-end experiences
Designing call centre tools, flows, and supporting interaction models
Collaborating with teams working on IVR and advisor experiences
Validating concepts through testing and iterating based on feedback
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience.
My responsibilities included:
Framing the service challenge and identifying key experience gaps
Conducting stakeholder, customer, and call centre agent research
Analysing current journeys and defining improved end-to-end experiences
Designing call centre tools, flows, and supporting interaction models
Collaborating with teams working on IVR and advisor experiences
Validating concepts through testing and iterating based on feedback
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience.
My responsibilities included:
Framing the service challenge and identifying key experience gaps
Conducting stakeholder, customer, and call centre agent research
Analysing current journeys and defining improved end-to-end experiences
Designing call centre tools, flows, and supporting interaction models
Collaborating with teams working on IVR and advisor experiences
Validating concepts through testing and iterating based on feedback
I worked as a Senior UX Designer and researcher, focusing on the call centre and customer experience.
My responsibilities included:
Framing the service challenge and identifying key experience gaps
Conducting stakeholder, customer, and call centre agent research
Analysing current journeys and defining improved end-to-end experiences
Designing call centre tools, flows, and supporting interaction models
Collaborating with teams working on IVR and advisor experiences
Validating concepts through testing and iterating based on feedback
My Approach
My Approach
As this was a new product offering, the approach focused on defining and designing the service from the ground up.
The work centred on understanding how customers and call centre agents interact across the journey, and designing a solution that aligns business, user, and technology needs across multiple channels.
As this was a new product offering, the approach focused on defining and designing the service from the ground up.
The work centred on understanding how customers and call centre agents interact across the journey, and designing a solution that aligns business, user, and technology needs across multiple channels.
Framing the service challenge
Framing the service challenge
Early engagement with stakeholders highlighted that the experience extended across multiple touchpoints, including call centres, IVR systems, and financial advisors.
This reframed the challenge from designing individual interactions to coordinating a broader service experience, where continuity across channels was critical.
Early engagement with stakeholders highlighted that the experience extended across multiple touchpoints, including call centres, IVR systems, and financial advisors. This reframed the challenge from designing individual interactions to coordinating a broader service experience, where continuity across channels was critical.
Early engagement with stakeholders highlighted that the experience extended across multiple touchpoints, including call centres, IVR systems, and financial advisors.
This reframed the challenge from designing individual interactions to coordinating a broader service experience, where continuity across channels was critical.
Understanding users & workflows
Understanding users & workflows
Research with customers, call centre agents, and stakeholders uncovered expectations, pain points, and operational workflows. Observation studies and system mapping provided a holistic view of the ecosystem, highlighting key friction points and dependencies across channels.
Research with customers, call centre agents, and stakeholders uncovered expectations, pain points, and operational workflows. Observation studies and system mapping provided a holistic view of the ecosystem, highlighting key friction points and dependencies across channels.
Research with customers, call centre agents, and stakeholders uncovered expectations, pain points, and operational workflows.
Observation studies and system mapping provided a holistic view of the ecosystem, highlighting key friction points and dependencies across channels.
Designing the end-to-end service
Designing the end-to-end service
Insights from research were used to analyse current journeys and define a TO-BE experience that improved continuity across touchpoints (see image above).
The service was designed end-to-end, aligning interactions across call centres, IVR systems, and financial advisors to ensure a consistent and connected experience.
Particular focus was placed on the call centre experience, designing tools, interfaces and flows that enable agents to efficiently navigate systems, access information, and support customers (see images above).
In addition to functional design, the experience was shaped to support agent engagement and performance. Insights from call centre agents revealed a strong desire to improve skills and track progress. Gamification features such as a kudos system and weekly goals were introduced to encourage motivation, support performance, and enhance overall service delivery.
Insights from research were used to analyse current journeys and define a TO-BE experience that improved continuity across touchpoints (see image above).
The service was designed end-to-end, aligning interactions across call centres, IVR systems, and financial advisors to ensure a consistent and connected experience.
Particular focus was placed on the call centre experience, designing tools, interfaces and flows that enable agents to efficiently navigate systems, access information, and support customers (see images above).
In addition to functional design, the experience was shaped to support agent engagement and performance. Insights from call centre agents revealed a strong desire to improve skills and track progress. Gamification features such as a kudos system and weekly goals were introduced to encourage motivation, support performance, and enhance overall service delivery.
Testing and iterating the experience
Testing & iterating the experience
The solution was tested through usability testing and follow-up interviews with both customers and call centre agents. Feedback informed iterative refinements, improving usability and ensuring the experience aligned with real-world needs.
The solution was tested through usability testing and follow-up interviews with both customers and call centre agents. Feedback informed iterative refinements, improving usability and ensuring the experience aligned with real-world needs.
Outcome
Outcome
The final solution delivered a clear blueprint for launching Liberty’s short-term insurance offering, defining how the service operates across call centres, IVR systems, and financial advisors.
By orchestrating the experience end-to-end, the work aligned customer journeys, agent workflows, and system interactions into a cohesive service. This provided the organisation with a structured and actionable foundation for implementation, improving alignment across teams and readiness for launch.
The solution was well received by stakeholders and established a strong baseline for delivering a consistent and efficient service experience.This work ensured the service was not only designed, but ready to be operationalised.
🧠 Reflection:
This project reinforced the importance of designing services holistically, especially when defining new offerings from the ground up. Aligning customer journeys, internal workflows, and system constraints proved critical in creating a cohesive and deliverable service.
It also highlighted the importance of designing for continuity across channels, ensuring experiences remain consistent as users move between touchpoints. In hindsight, earlier involvement of implementation teams would have strengthened alignment between design and delivery.
The final solution delivered a clear blueprint for launching Liberty’s short-term insurance offering, defining how the service operates across call centres, IVR systems, and financial advisors.
By orchestrating the experience end-to-end, the work aligned customer journeys, agent workflows, and system interactions into a cohesive service. This provided the organisation with a structured and actionable foundation for implementation, improving alignment across teams and readiness for launch.
The solution was well received by stakeholders and established a strong baseline for delivering a consistent and efficient service experience.This work ensured the service was not only designed, but ready to be operationalised.
🧠 Reflection:
This project reinforced the importance of designing services holistically, especially when defining new offerings from the ground up. Aligning customer journeys, internal workflows, and system constraints proved critical in creating a cohesive and deliverable service.
It also highlighted the importance of designing for continuity across channels, ensuring experiences remain consistent as users move between touchpoints. In hindsight, earlier involvement of implementation teams would have strengthened alignment between design and delivery.
