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01 / INDIVIDUAL LIFE INSURANCE RENEWALS

Individual Life Insurance Renewals.

When an individual life insurance contract ended after three years, renewal meant creating a new contract. The redesigned journey reused existing customer and contract information and allowed representatives to act on recorded customer consent instead of waiting for customers to complete the process alone.

ROLESolo Product Designer
MODULE3 of 5
JOURNEYExisting customer → New contract
CONTEXTContract ends after 3 years
WHAT “RENEWAL” MEANT
ENDING THREE-YEAR CONTRACTCREATING A NEW CONTRACT

The previous contract was not extended. A new contract was created for the existing customer.

Individual life insurance renewal journey
The individual life insurance renewal journey inside the Lead Management System.
02 / THE DEPENDENCY LOOP

The customer agreed. The renewal still stopped.

Representatives called or met customers and secured their agreement to renew. But responsibility then moved entirely to the customer, who had to enter their self-service account and create the new contract alone.

The pattern came from the sales team's own data. Customers agreed on the call, then did not complete the self-service step, and representatives returned to the same customer repeatedly.

INTENDED
REPRESENTATIVE SECURES AGREEMENTCUSTOMER OPENS THEIR ACCOUNTCUSTOMER CREATES THE NEW CONTRACT

The self-service handoff was intended to reduce the work required from sales representatives.

IN PRACTICE
AGREEMENTWAITNO CUSTOMER ACTIONFOLLOW UPWAIT AGAIN

Many customers postponed or abandoned the final action, so representatives returned to the same customer repeatedly.

THE CHASE CYCLE
AGREEMENTWAITINGFOLLOW-UPWAITING

The representative had secured the decision, but could not complete the journey.

The handoff removed momentum at the exact point when the customer had already agreed.

The self-service step in the renewal journey
03 / CONSENT TO ACTION

Once the customer said yes, the journey could continue.

Customer calls were already recorded. A recorded agreement was legally sufficient on its own, which meant the customer's self-service step was not required for compliance. It was required only because the system assumed it.

BEFORE
CUSTOMER AGREESRESPONSIBILITY RETURNS TO CUSTOMERCUSTOMER MUST ACT ALONEREPRESENTATIVE WAITS

Agreement during the conversation was followed by a separate self-service task for the customer.

REDESIGNED
RECORDED AGREEMENTCONSENT EVIDENCEREPRESENTATIVE CONTINUES IN LMSNEW CONTRACT CREATION

The representative could carry the customer’s decision into the contract journey without waiting for a separate self-service action.

DESIGN DECISION
I used the recorded call as legal proof of consent, so the representative could create the contract without a separate customer action.

Consent removed the unnecessary waiting step. It did not create or activate the contract automatically.

The customer still made the decision. The representative could now carry it forward.

04 / THE CONNECTED RENEWAL

Start with what the system already knew.

Unlike a new sale, the customer and their contract history already existed. I designed the renewal journey to carry that context forward while coordinating follow-ups, confirmation steps and new contract creation.

  1. 01EXISTING CUSTOMER

    Customer and contract data

    • Contact details
    • Previous contract information
    • Interaction history
  2. 02RENEWAL COORDINATION

    The next action stayed visible

    • Renewal status
    • Follow-up date
    • Calendar reminder
    • Relevant notifications
  3. 03CONFIRMATION

    The decision stayed connected

    • Recorded agreement
    • Legal confirmation
    • Compliance confirmation
  4. 04NEW CONTRACT CREATION

    Existing information carried into the new contract flow

    • Reuse customer data
    • One or multiple new contracts
    • Complete the required contract steps

SHARED LMS FOUNDATION

PROFILE + STATUSES + FOLLOW-UPS + CALENDAR + NOTIFICATIONS

These capabilities already supported New Individual Sales. The renewal journey applied them to an existing customer and a new contract.

TARGETED VALIDATION

The wider LMS research established the foundation. I continued with focused research for the renewal journey.

  1. CARD SORTING SESSIONS

    Determine which existing customer and contract information representatives needed during renewal.

  2. FOCUS GROUPS

    Define and validate the statuses required to manage the renewal journey.

  3. INTERVIEWS

    Understand the follow-up behavior, confirmation process and points where the journey stopped.

Representatives could manage the new contract without losing the history, decisions or follow-ups that led to it.

The renewal journey carrying existing customer and contract history
05 / CONNECTED OUTCOME

Keep the decision and the action in one journey.

The customer still made the decision. The representative could now carry that decision through the required steps instead of waiting for the customer to restart the process alone.

FIRST QUARTER AFTER LAUNCH

30%

MORE CUSTOMERS RENEWED

The number of customers who renewed increased during the first quarter after the redesigned journey was launched.

THE PRODUCT CHANGE

RECORDED AGREEMENTREPRESENTATIVE CONTINUESNEW CONTRACT

The renewal no longer stopped at the handoff to the customer’s self-service account.

Compared with the same quarter in prior years, measured in the first quarter after launch.

The system stopped asking customers to finish the journey alone.

The new contract carrying prior customer and contract history

NEXT MODULE

With individual renewals connected, the next challenge was a corporate product with no defined sales process.

MODULE 04 / CORPORATE LIFE INSURANCE