Simplifying Life Insurance

At Haven Life, our goal was to design Coverpath, a product that makes the application process for Whole Life Insurance easier for customers and agents. Customers want to understand what they’re buying and feel confident when choosing their life insurance policy while agents want a streamlined process when it comes to managing the accounts of their clients. As the lead designer I was tasked with simplifying these dense policy

YEAR
2017-2019

ROLES
UX Design, UI Design, Prototyping

TEAM
Leslie Kang (DM), Henry Agnew (UX, R), Daniel Kahan, Gabriel Diaz, Luke Burkey, Josef Shelch (P)

The Goal

The challenge with this project is that design is driven by dense and complex policy information that takes time to comprehend. Understanding the distinct problems facing the customer and agent are key.

The intention for the customer is to help them understand what they’re buying and feel confident when choosing their life insurance policy. Which means solving problems like: (1) differentiating between all the types of policies, (2) not buying enough coverage, and (3) muddling through a lengthy and difficult application process.

Application Flow

Insurance applications are notorious for being difficult to fill out. The information required is not negotiable but the manner in which entry items are displayed is.

Our solutions: (1) when filling out a Coverpath application, questions come up one at a time. (2) Reflexives are indented and clearly marked to assist users throughout. (3) A progress component provides reference. Users can save and exit at any time. 

User Testing

Research sessions were run run virtually and in person for over 2 years in multiple locations across the U.S. with agents and customers. Regularly deconstructing and performing an analysis of key problem areas helped to inform our designs.

The Agent Experience

For the agent our goals were to provide tools in order to: (1) regularly communicate with and keep clients up to date while managing their accounts, (2) keep track of where clients are in the application process, and (3) expedite approval by enabling the ability to pre-fill applications.

Key Features

In the agent portal, agents and their assistants can reach out to potential clients via email, personalized link, custom quotes or pre-filled application; all in one place. A list view of cases allows agents to keep track and manage clients throughout their entire customer journey; From quotes sent to final application approval. And an account center aggregates important client data that helps keep information reliable and up to date.

Enabling Policy Access on Any Device

The ability to access account information on the go or make application updates from a mobile device provides a convenient, impactful touchpoint.