Pavel Samsonov

Supple­mental Insurance

One of America's largest supplemental insurers was experiencing high churn due to the increased rate of job change in the post-pandemic period. My team helped their customers retain their policies and rates with a new mobile-first experience.

Product impacts

25% fewer lapsed policies among employer-sponsored customers who were leaving or switching to a new job.
15% increase in direct billing supporting a key new offering implemented by the customer that was not gaining traction.
50% improved click-through rate compared to previous outreach channels, due to clearer content design and streamlined experience.
5% overall NPS increase attributable to retaining more of the 55% of satisfied customers who did not know they could keep their policies.

At a glance

During the Great Resignation, followed by the period of mass layoffs across industries, 37% of workers changed jobs at least once in a given year. The client reported a 32% defection rate from employer-sponsored plans, with over half of interviewed defectors expressing surprise upon learning that they could have kept their policies.

Identifying enduring needs
  • Insurance agents
  • Policy holders
  • Analytics
  • Market trends
Building the Value Case
  • Executive alignment
  • Amazon PRFAQ writing
  • Journey mapping
  • Solution hypothesis

Supplemental insurance was simply not top-of-mind during the upheaval of a job change. Customers who did remember about it feared that the complexity of dealing with insurance would be a major time sink. By the time they felt they could spare the required attention, their policy had already lapsed.

Iterating through artifacts
  • Service blueprinting
  • Content design
  • UI design
  • A/B testing
validating with customers
  • Lapsed customers
  • Imminent job-changers
  • Line-of-business owners

I iterated through a series of low-to-high fidelity prototypes over the course of two weeks, testing the effectiveness of service touchpoints, content design, and UI with users to improve the relevance and click-through rate of our communication, and simplify the customer experience down to one click. The results outdid our projections for impact, convincing the project sponsor to give the go-ahead for implementation.

upstream processes
  • claims history & 3rd party data
  • salesforce personalization
  • email open rate A/B testing
  • eligibility confirmation
downstream touchpoints
  • set up auto-deposit
  • see all new coverage options
  • outreach from auto-assigned agent

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