Piloting digital SME insurance at Aon
Role
Senior Designer (Contract)
Date
2020
The Context
Aon acquired CoverWallet—a US-based digital insurance marketplace—and set out to pilot the product in the APAC market. I joined as a senior contract designer reporting to the Head of Digital for SME APAC, with a mandate to help shape what that pilot looked like: integrating CoverWallet into Aon's existing digital platform, adapting products for the Australian market, and improving the overall UX of the SME insurance experience.
Zooming out to Understand the Customer Journey
Before any design work began, we needed to understand where the CoverWallet experience broke down for Australian SME customers. I mapped the end-to-end journey—from first contact through to policy purchase—surfacing the friction points that would need to be resolved before an APAC launch could succeed.
A simple consolidated experience
With a clear view of the customer journey, I worked through the information architecture and user flows of the integrated platform—establishing how CoverWallet would sit within Aon's existing digital infrastructure and where the biggest UX improvements could be made.
Other consultancy stuff
While there was a lot of focus on the customer facing flows. A big part of the experience was making it easier for brokers to provide quotes. I explored and prototyped concept for the internal broker tools.
Before my time
Conversational design was gainting traction with competiors like Lemonade. I seen an opportunity to explore how a more conversational approach could work within the Aon ecosystem. I prototyped a concept for a chatbot interface that could guide customers through the insurance process in a more interactive and engaging way.