Brand + Product Experience Executive | AI Product Strategy • Enterprise SaaS | Design Leadership + Growth Catalyst
New ZEALAND AUTOMOBILE ASSOCIATION
Product Design / Case Study New Zealand AA
New Zealand AA Life + Funeral Insurance
Directed the redesign of AA Life’s insurance calculation and purchase experience — replacing a lengthy, rep-dependent process with a fast, self-serve journey.
Role
Director of UX
Partner
Digital Works
Deliverable
Calculator & purchase flow
Result
80% increase in sales
About This Project
New Zealand’s AA was losing business to rep-based insurance competitors and a poor application experience. I led the redesign of the Life and Funeral insurance calculation and purchase experience, taking a 5-page, 25+ question application down to 2 pages and 10 questions with instant coverage.
The result: an 80% increase in sales, driven by a calculator and flow people could actually complete on their own.
Objective
Stop losing business to rep-based competitors by replacing a long, confusing application with a self-serve experience people trust enough to finish alone.
Solution
A guided cover calculator that translates funeral costs, debts, and family needs into a single coverage number, feeding a shortened, instant-decision purchase flow.
The Process
01
Ran 25 interviews, in person and remote, covering the existing UX, competitor experiences, and how people actually think about life-stage insurance needs.
02
Analyzed call center data and monitored live calls to see where reps were compensating for gaps the digital experience left behind.
03
Tested the redesigned calculator and shortened application with users to validate the flow could stand on its own, without a rep.
Funeral Insurance need calculator
Shortened qualification step — down to 10 questions, 2 pages
The results
80% increase in sales, with instant coverage and a form cut from 25+ questions to 10.