Redefining the way people claim on insurance

Member engagement campaigns

This project involved breaking down complex information in order to assist customers through their journey with life insurance inside their super. An outdated, jargon-heavy paper form was transformed into a digital journey that allowed customers to understand their options and feel supported through their personal experiences. I used Webflow to build and deploy numerous campaigns and digital forms.

• Internal stakeholder discussions
• User interviews
• Prototype testing and iterations
• External partnership working sessions
• Journey mapping and user flows
• Exploration of development tools and platforms
• Development and deployment using Webflow

White label platform

A complete overhaul and redesign of our customer platform, "Lifeview", used by over 100,000 customers across Australia. This platform allows customers to manage all aspects of their insurance, educates them on their options, and communicates the value offerings of the company.

• Existing product analysis
• Product testing with existing clients
• Information architecture
• Prototyping
• Responsive design for desktop, mobile and tablet
• Site mapping and user flows

Research and discovery

Due to COVID restrictions, I ran all of our user testing sessions virtually. User testing was conducted prior to deployment of new or updated products and generally tested with approximately 10 participants. Some sessions were structured, asking participants to complete certain tasks and rank the ease of completion; others were less structured and we allowed the participant to lead the way.

An important part of my research was understanding where we sat in the market, the direction the market was heading in, and what consumers really wanted. When developing the white label platform and member engagement campaigns, I looked beyond direct competitors to understand how we could stand out and become known as Australia's leading life insurer.

Rapid prototyping

This is an overview of one of the most complex prototypes I built. Due to the size of the company, as well as the need to regularly run internal and external stakeholders through prototypes, I developed the skill to prototype anything in a short time frame. Leveraging my design system helped to build and prototype rapidly.

Design systems

When I joined the team at MLC, there was no existing design system. I built and maintained the system above, which was then utilized in all projects to reduce the time required to design and build, and to establish consistency across the organization. The design system also helped those not familiar with Figma to use basic functionality while relying on components from the system.

User flows & journey mapping

Insurance can be an incredibly complex and tough experience to navigate. I used journey maps prior to jumping into initial design work to really break down the journey we wanted our customers to go on, and map out the various paths and opportunities. Journey mapping helped to highlight where the gaps were in our current products, and how we could improve.

Webflow delivery

Whilst we had a team of engineers available to build and deliver projects, often we were pumping out work too quickly for them to keep up. Wanting to ensure projects weren't slowed down due to resourcing capacity, I taught myself to build using Webflow and delivered one of the member engagement campaigns in less than four weeks.