CIBC Life Insurance

Implemented changes

More relatable

Comparison of new experience showcasing relatable information with relevant content strategy

Layout changes coupled with visual elements (i.e. icons and pictures) to improve readability and scannability

More informative

Comparison of new experience showcasing transparent purchasing journey

Introducing FAQs to myth-bust and address behavioural deterrents like procrastination, present bias, and perception around insurance
Providing the next steps and progress indicator during the application, utilizing usability heuristics

More personalized

Comparison of new experience showcasing personalized, customizable quoting experience

Nudging clients towards purchasing by leveraging tactics like mirroring and default bias to provide a personalized quoting experience

Visit the new Life Insurance website

Visit the old Life Insurance website

My process

I believe setting up a stable foundation is essential to project success — building key relationships, communication channels, and identifying relevant goals. This usually takes place concurrently during "Understand the problem" phase.

Here is the high-level overview of my process:

Understand the problem

I took a mixed-methods approach: combining analytics, literature research, competitive analysis, and usability testing to identify major opportunities.

Prototype and iterate

Next, I led a series of workshops to co-create the experience. I iterated based on concept testing results, reducing risk and ensuring business and user needs are satisfied.