How do you surface relevant products and information to a customer throughout their lifetime and keep them engaged as a customer?
By understanding their life stage and changing needs you can direct them to relevant content, tools and products to support their financial goals.
We ideated a series of tools and interventions to help customers achieve their desired outcomes and be relevant to their current circumstances and emotional needs.
Role: Service and UX design
Legal & General
Lifestage driven conversions
The problem
Products were considered within business areas and not as an ecosystem where they could be cross-sold to benefit the customers and meet their financial needs.
Context
We had to understand key pain points and opportunities for different customer types at each stage of their life based on the product offering of L&G.
Within each stage, there are various jobs to be done and emotional drivers that would help understand which products would be right for each customer.
Once mapped out we singled out three life events and associated life stages to test whether these could be a driver for a higher degree of engagement leading to increased cross sell and upsell of products.
Customer types
We reviewed a generic life stage focussed customer's journey from cradle to grave, mapping the different life events to opportunities where relevant tools and product benefits could be offered.
Confidential info has been left out of the diagram
Tested concept
We tested a few different options, reviewing ways to engage customers and entice them to feed us information so that we could personalise content to their life stage. The most successful was a tool that allowed them to select two different life stages that described their current situation. These pieces of information, combined with their age allowed us to surface relevant products and content.
The outcome
An ongoing challenge looking at how we can understand the customer, and their needs to surface relevant content and products throughout their different life stages.