Concepts to help imagine the direction of travel of the brand for the parent company Future
Go Compare wanted to ensure they retained the competitive differentiation and edge of their newly acquired business, Look After My Bills. They wanted to see how it could grow beyond the original concept. I lead the Labs department outputs where we researched, ideated, tested and proposed new “Look after” propositions.
My role as the sole product designer was to ideate, test and propose new “Look after” propositions
I was measured against the following:
- Increase engagement: improve the clarity of the customer lifecycle experience
- Grow the proposition: identify and explore new bills to be “looked after”
- Keep it new: keep the product differentiated from the comparison model
- Evolve: move the brand forward and retain its personality and scale.
The sign-up process for the new home insurance proposition
Every day was different and the scrappy underdog ethos meant we worked hard and fast
My role was varied and every day brought about different challenges
- User research and interviews: to develop the right propositions for market expansion and prioritise partnership development
- Cross-department collaboration: with legal, product & copy-writing to develop proposition by bringing together user needs, available partner data and product assessment
- Fast live experimentation: with production-ready design to enable quick trials with partners and existing customers for new propositions (from concept to launch within 6 weeks)
- Continuous feedback: and user analytics review to improve engagement throughout a users lifecycle with UI, journey and service/value improvements to the My Account area to encourage increased activity and support
- Northstar imagining: to communicate brand strategy, design direction and future product development roadmap My diversity of experience, skills and practical creative imagination allowed me to drive the innovation concepts and work with a range of internal stakeholders to develop feasible, viable, desirable new propositions or product iterations
