Problem: How might we reimagine life insurance in a way that enables us to buy in a single click?
Solution: A mobile-first life insurance application, tiered by ease of use and cost.
Methods: This project was part of an IDEO Co-Lab design sprint. With a group of other participants from other companies, we ideated with subject matter experts; created, ran, and analyzed user research studies; and built test-and-learn prototypes over the course of a week.
We began our week by creating, executing, and analyzing expert research. We interviewed insurance experts as well as users with recent insurance sign-up experience. We surfaced common themes from our notes and built a debrief we could share out.
Based on those themes, we focused in on the idea that because life insurance feels like a nice-to-have, especially for single and young people, there is minimal motivation to go through the kind of intense process that life insurance currently requires, such as lengthy forms and an in-person medical exam. But how could we minimize the amount of data we collected without increasing the risk of fraud?
Our group time boxed a free-think brainstorm, and I grabbed a marker to document what I was hearing. With the top ideas written in front of them, the group was better able to dig into our favorite concepts and put together an overarching idea: life insurance that meets you where you are. Don’t need a lot of insurance and don’t want to answer a bunch of questions? A low risk policy can be created with just the information from your driver’s license. Newly married and looking for a more comprehensive policy? The more you share, the more personalized your options.
The next step is to start at the very beginning: drawing a series of boxes to map ideas into a flow of information. I liken design to working with Legos: each function or feature is an individual block that we can stack in different ways as we move forward.
We continued to test our ideas with other cohorts and gathered feedback from external audiences, and by Friday we had a high-fidelity mobile-first prototype of a new kind of life insurance, designed to provide coverage quickly and easily to young adults and grow with them as their lives change over time.