🥉 This project won 3rd Place at the S25 uXperience Design Jam!
We reimagined how Co-operators can generate sales leads and build trust by combining digital tools with human connection. Our solution is an AI-powered matching service that connects users with the right advisors for their needs.
THE PROBLEM
Young adults are overwhelmed by insurance decisions
Co-operators is a Canadian insurance and financial services organization known for its commitment to personalized support. Despite this reputation, the company struggles to connect with younger audiences as traditional lead generation tactics fail to translate to meaningful connections.
COMPANY INSIGHTS
We analyzed Co-operators' 2024 Annual Report to examine their customer demographics, sustainability commitments, communication channels, and core values. By affinity mapping our findings, we identified patterns that revealed both their competitive advantages and the gaps in their current digital strategy.
USER RESEARCH
Most respondents share that they struggle to understand policy details because the process lacks transparency. While price remains a primary concern, brand reputation and trust emerged as equally important factors in final decision-making.
IDEATION
Designed for users aged 20–35, this solution addresses the primary pain points of our target demographic: the need for quick, adaptive guidance in a new environment. With this direction, we created the information architecture for how our tool would be integrated into the Co-operators website.
LOW FIDELITY
Finalizing page layouts
We created low-fidelity prototypes to help us refine the quiz length and determine how much advisor information to show upfront versus behind profile clicks. Early testing revealed that presenting three matched advisors with brief summaries worked better than five lengthy profiles.
FINAL DESIGN
Video Demo
The tool starts with an assessment of the customer's lifestyle, goals, and preferences. It then matches them with three suitable advisors along with recommended insurance bundles.
Build Urgency From The Start
Despite the generous competition timeline, we ended up scrambling the night before. Next time, I’d set firmer checkpoints to stay aligned, reduce stress, and leave room for iterations and feedback.
Expand On What Works
Examining how other insurance companies use digital tools was essential to conceptualizing our idea. Innovation often means building off what already works, not always starting from scratch.
