A Segmented-Focused Insurance Product
Designing a health product for seniors doesn’t have to feel old. This project flirted with insights, stripped away assumptions, and dressed the product in exactly what customers desire, no extras, no fluff, just pure strategic seduction.
The Challengue
An insurance company sought to innovate by designing a health insurance product for a specific demographic. The business objective was to attract that target earlier, increase product sales, and reduce long-term costs by having customers pay into the insurance longer before claiming benefits.
Key Challengues
When perception doesn’t match reality, it shows. From misjudged labels to feature overload, the real challenge wasn’t the customer, it was our assumptions about them. Time to unlearn, undress, and redesign.
Objectives
We didn’t come to complicate, we came to delight. The mission? Listen hard, strip the noise, and design something that feels as good as it performs. Every touchpoint intentional. Every feature wanted. Every decision sexy and smart.
Sustainability
By designing with real customer needs in mind and ensuring internal alignment, the product is set up for long-term adoption, business impact, and potential for adaptation in other markets.
The Results
A clearly defined product concept that aligns with customer reality.
Defined customer personas and journeys.
Refined feature list focused on what truly adds value.
A prioritization matrix for future feature development.
Impact
A co-created service aligned with customer expectations.
A more targeted and realistic understanding of the “targeted” segment.
Clear prioritization of product features and coverage levels.
Strengthened cross-functional collaboration and product viability.
Conclusion
This project successfully transformed assumptions into actionable insights, creating a product that reflects what customers truly value, and setting a foundation for scalable innovation in the insurance sector.
