How might we create a User-Centered Learning Journey & Service Delivery Model?
Challenge
CGU's broker education program, Strive, needed to be revitalised for a new generation of brokers. Operating in a crowded market, CGU was seeking to differentiate from competitors, reestablish itself as the preferred provider, and address a gap in insurance education. A comprehensive learning journey, service delivery plan and implementation strategy was needed to bring the new learning experience to life.
Client & Timeline
CGU
2023, 8 weeks
Team & Role
Lead Strategic Designer, Gyongyi Horvath
Senior Service Designer, Hira Zuberi
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.
Methodologies
Service Design, CX, Design Strategy
Outcomes
Journey Experience & Maps
Service Model and Blueprints
Delivery Strategy & Implementation Manual
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.
Discovery &
Alignment
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This resulted in a set of evidence-based insights and design principles that informed the strategic direction of Strive Academy, ensuring the learning experience was grounded in industry best practice and aligned with genuine learner needs.
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Interviewing 20+ brokers and 6 broker relationship managers resulted in a rich understanding of how brokers learn, what motivates them, and the friction points holding them back forming the foundation for a learning experience built around real needs.
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This resulted in a mapped understanding of internal systems, roles, and dependencies across teams and laying the groundwork for a delivery approach that was informed, coordinated, and set up for success.
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This resulted in a shared horizon innovation model for Strive Academy giving stakeholders a common vision for how the product would evolve, scale, and experiment over time.
Definition
& Co-Design
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This resulted in a comprehensive service blueprint and high-level service flow, developed through iterative rounds of workshops and stakeholder consultation. Key broker journeys were defined alongside critical and recommended touchpoints, grounded in research insights and refined collaboratively with all stakeholders.
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This resulted in high-fidelity, engaging designs developed rapidly through iterative prototyping and validation of user flows, product features, and interface experience. A flexible, modular design system was established to support the build and enable ongoing product and technological evolution over time.
Service Model & Value Realisation
The Service Model provides clear high level guidance and a framework that shows how the educational program and it’s service model can continue to be improved to create an ongoing value loop for CGU.
Scalability & Sustainability
How might we facilitate efficient, scalable and aligned implementation of the Service Model ?
Coordinated and 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.
A flexible, modular design system was developed to support the build, and support ongoing product and technological evolution over time.
