User-Centered Learning Journey & Service Delivery Plan.
Client & Timeline
CGU
2023, 8 weeks
Challenge
Seeking to stand out from competitors in an already crowded market, reestablish themselves as the preferred provider to brokers and meet a gap in the insurance education market, CGU needed to revitalise its popular broker education initiative—Strive—for a new generation of brokers
As part of this plan, a comprehensive service delivery plan and implementation strategy was required to successfully bring to life all aspects of this learning experience design.
Methodologies
Service Design
CX
Deliverables
Personas
Journey Maps
Service Model and Blueprints
Delivery & Implementation Manual
Team
Lead Strategic Designer, Gyongyi Horvath
Senior Service Designer, Hira Zuberi
My Role
As Senior Service Designer at Prime Motive, I led :
Consultations with all stakeholders to identify target users, pain points, critical stages, opportunities and to align shared objectives and key milestones.
Mapping and validating at multiple levels of detail to suit needs of different stakeholders responsible for project oversight and delivery.
Working closely with the developers to create marked up prototypes for the website.
Impact
Launched the product to Australian financial brokers, with wide acclaim.
Product strategy, vision and goals aligned with business priorities.
The actionable roadmap supported internal stakeholders to secure business buy in and facilitated rapid implementation.
How might we deliver a seamless customer focused learning experience?
Key Activities :
+ Co-Designing a Service Blueprint & Model
A thoughtful and detailed approach to collaboration design and relationship building was taken throughout. I led several iterative rounds of workshops and consultations with all stakeholders. Based on our research insights I created and refined a high level service flow and a comprehensive blueprint with the defined key broker journeys, along with critical and recommended touch points.
+ Design Concepts & Prototypes
Iteratively prototyping and validating user flows, product features and the user interface experience quickly translated into engaging, modern, high fidelity designs over a short period of time.
A flexible, modular design system was developed to support the build, and will support ongoing product and technological evolution over time
+ Market Scan
A market scan was conducted to understand different types online and hybrid learning experiences and other competitor offerings within the insurance industry to learn from what is already out there, what learner needs are and see what can be incorporated as part of strive academy.
+ Current state analysis
Interviewed 20+ brokers and 6 broker relationship managers to establish pain points, learning needs and behaviours.
+ Journey Mapping
Engaged key stakeholders through ideation, evaluation and prioritisation workshops to define a horizon innovation model for Strive, and define key evolution and experimentation opportunities to enable product scale.
The three main Journeys identified were :
Pre Strive Academy Broker Experience, Strive Academy Core Experience and Strive Academy Broker Leader Experience
Co-creating a High Level Customer Journey Map and Service Blueprints :
This project had a thoughtful and detailed approach to collaboration design and relationship building throughout. We had several iterative rounds of workshops and consultations with all stakeholders. Based on our research insights we created and refined a high level service flow of key broker journeys, along with critical and recommended touch points.
Visualisation of Strive Academy’s digital presence.
Providing a consistent Strive Academy experience required coordinated implementation of all broker touch points, including the digital presence, marketing comms and any ‘service’ comms that would help brokers move from one step of the journey to another. Development-ready artefacts for digital presence of Strive Academy, in the form of marked up prototypes for website landing page, application form, key emails etc were provided.
Providing Key Implementation resources.
I supported broker personas and journeys with detailed service blueprints for all key stages of broker experience to inform decision making for CGU at each step. Synthesised research from all sessions and mapped key CGU activities against broker touch points led to development of an actionable blueprint. This was complemented with a comprehensive delivery plan to support the blueprints with stakeholder roles, responsibilities, success metrics, as well as key deliverables and actions for each stage.
