Redesigning the Life Insurance & Home Loans Experience
Client: Compare Club
Role: Senior Service & CX Designer
Timeline: Nov 2021 – Present
Verticals: Life Insurance, Home Loans
Challenge
Compare Club aimed to improve the experience for users navigating complex financial products—specifically Life Insurance and Home Loans. The journey involved multiple channels (website, phone, email), with fragmentation and friction causing drop-offs, inefficiencies, and missed opportunities to build trust.
Objective
- Map and improve end-to-end customer journeys
- Align product, marketing, and operations around CX goals
- Deliver actionable service design strategies rooted in real user insight
My Role
As Senior Service & CX Designer, I led discovery, mapping, and strategic delivery across multiple teams. My work informed roadmap decisions and guided experience improvements grounded in both user needs and operational realities.
Process Overview
Research
- Conducted interviews with customers and sales agents
- Led moderated usability testing to uncover UX friction
- Ran heuristic evaluations of online journeys and phone interactions
Mapping & Blueprinting
- Created customer journey maps for Life Insurance and Home Loans
- Built detailed service blueprints documenting frontstage and backstage interactions
- Identified gaps, handoff issues, and CX opportunities across departments
Team Alignment
- Ran stakeholder interviews across product, sales, marketing, and compliance
- Facilitated co-creation workshops focused on CX principles and service intent
- Aligned internal teams around shared goals and customer outcomes
Data Integration
- Combined qualitative research with NPS, CSAT, and funnel analytics
- Used Tableau and Snowflake dashboards to contextualize CX insights
- Prioritized improvements based on impact feasibility and business metrics
Outcomes
- Delivered experience strategies that influenced product and process improvements
- Prioritized fixes and roadmap items that increased engagement and conversion
- Created shared understanding across teams of where pain points lived—and why
- Improved cross-functional collaboration through aligned CX thinking
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Reflection
This work showed the value of combining service design, user research, and data to create meaningful change. By grounding insights in both customer stories and operational realities, I was able to help the business focus its efforts where they mattered most—and support teams to move from insight to implementation.