Policy Confusion
Insurance terms and product categories felt overwhelming before users even understood what they actually needed.
Co-Connect
The Challenge
Helping Co-operators use digital and offline channels to find stronger sales leads across insurance and wealth services.
The brief challenged participants to explore how The Co-operators could generate stronger sales leads across insurance and wealth services using both digital and offline channels. Rather than immediately thinking about referrals, I wanted to understand what prevents people from taking that first step in the first place.
As I looked beyond the business goal, I realized the opportunity wasn't simply to generate more leads. It was to help people feel informed and confident enough to become one.
Research & Key Insights
The barrier was not awareness. It was uncertainty.
I began by breaking down the existing experience and identifying where uncertainty appeared throughout the journey. Instead of focusing only on business metrics, I looked at what users were feeling before they ever reached an advisor.
Unclear Starting Point
People often did't know where to begin, which products applied to them, or what questions they should ask.
Trust Before Action
Speaking to an advisor felt like a big commitment before users felt informed enough to take that step.
Design Process
From generating more leads to helping users feel ready to become leads.
Instead of jumping straight into screens, I stepped back and reframed the brief. The challenge was not only to generate stronger leads. It was to help people feel informed and confident enough to take the first step.
Business Goal
Generate stronger leads
The original brief focused on creating more opportunities across insurance and wealth services.
Key Insight
People were not ready yet
Unclear products, unfamiliar language, and uncertainty about the next step made it difficult to approach an advisor confidently.
Design Opportunity
Build confidence before commitment
The experience needed to guide people before asking them to request a quote or begin a referral.
Experience Direction
Guide first, recommend second
This led to a conversational experience that helps users understand their needs before connecting them with an advisor.
This reframing gave me a clear direction for Co-Connect: reduce uncertainty first, then make the next step feel natural.
The Solution
A guided experience that builds confidence before connecting users with an advisor.
I designed Co-Connect to support users from their first interaction through to a trusted referral. Each stage reduces uncertainty while gradually introducing more personalized guidance.
A Clear Introduction
Benefit-focused onboarding introduces Co-Connect without overwhelming users with insurance terminology.
Low-Friction Sign Up
A short account setup with clear feedback keeps the process familiar and easy to complete.
Simple Return Access
A focused login flow helps returning users quickly continue their experience.
Meet Coco
Coco answers questions and helps users feel prepared before connecting with a human advisor.
Trusted Referrals
Personalized referral links connect trusted recommendations with a clear digital sign-up experience.
Outcome
Co-Connect was awarded 🥇1st place at the uXperience Design Jam.
Since this was a designathon project, the solution was not launched as a live product. The outcome was based on the strength of our concept, prototype, and final presentation to judges.
Reflection
Designing under pressure taught me to focus on the real problem.
The biggest lesson from this project was learning how important it is to reframe the prompt before jumping into screens. With only one week, every decision had to connect back to the user's uncertainty and the business goal of building stronger leads.
If I had more time, I would test the questionnaire flow with first-time insurance buyers, refine the advisor matching logic, and explore how Co-Connect could integrate with existing advisor tools.
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