Case Study: National Life Group
Re-envisioning customer service.
Taking the first step of a new direct-to-consumer strategy.
Results
1MM+
Users in year one
350%+
Increase in user engagement
625%+
Increase in self-service transactions
Role
Head of Design, North America - Cognizant / Insight, Strategy & Design
The problem
We had just created a new Customer Experience Strategy to define how to sell direct-to-consumer but the main interface where customers experience the business was over a decade out of date.
The solution
Working with NLG leadership, I led a multi-disciplinary team to help NLG bring their strategy to life using an agile methodology to launch a new customer service portal to over 1MM users in a responsive web portal as well as Android and iOS apps.
From strategy to backlog.
I led a series of story mapping workshops to transform the strategy into a prioritized backlog with a prioritized set of features for an initial launch.
Design exploration.
Without an existing design system we did broad exploration to establish a design that embodied the brand and functional enough to provide in-depth information and services.
Sweating the details.
We worked collaboratively with teams in low fidelity to gather all the details and requirements to bring the policies to life accurately, intuitively and comprehensively.
Co-creating with users.
We used various fidelity prototypes throughout development to test designs with real users to determine whether the product worked in the hands of the customers.
Human contact.
We learned in our research that even though people wanted self-service for most tasks there were still critical moments they wanted to speak with a human being. Keeping a human front and center allowed customers to use the app knowing that if they needed a real person, one was there.
