PRODUCT

DELA

PROJECT: CUSTOMER EXPERIENCE JOURNEY

DELA is a company offering a funeral insurance product. To reduce churn among existing customers, we aimed to improve the customer experience throughout the entire lifetime journey. 

ROLE

Working as concept designer in a project team, I performed research and interviews, collaborated in preparing and facilitating workshops, was responsible for visualising the concepts and presented our findings in steerco meetings.

DESIGN PROCESS

We started the project by making an entire service blueprint of the customer lifetime, including all customer touchpoints and processes in the front- and backoffice. Based on stakeholder- and customer interviews, we defined the painpoints and moments of truth within the journey. Following the design thinking methodology, we created concepts to improve the customer touchpoints. We worked in design sprints, going very quickly from ideas to validated designs.