Making Medicare Feel More Manageable
Bankers Life offers life and health insurance products, annuities, and investments that are designed for Americans who are near or in retirement. Their team wanted to decrease the cancellation rate during the 10-day free look period — a required timeframe in which a new life insurance policy owner can terminate the policy without any penalties — to be in greater parity with competitors.
Prototyping, Testing, and Refining
A prototype co-creation workshop resulted in two ideas to move into prototyping and usefulness testing. One of those ideas was a physical welcome kit that could serve both as a tool for sales agents during customer meetings and as a tangible “receipt” to leave behind for customers while they waited for their policies to arrive.
With a few idea sheets from the workshop in hand as a starting point, I was tasked to create the welcome kit prototype. I began with a simple comp for approval before moving into design. I also wrote the copy, then leveraged the core team’s expertise to ensure its accuracy.
Since I knew this piece was going to be tested, I packed it with chunks of information and elements to give the facilitator various aspects to probe users about.
While the usefulness testing revealed that participants found the kit to be high quality, worth keeping, and provided peace of mind to have a record of the policy they applied for on hand, they also found many of the features unnecessary.
Based on this feedback, I refined the prototype design and content into a more streamlined folder that was retested, then produced at scale.
