CASE STUDY: AF GROUP
AF Group is a leading provider of innovative insurance solutions, committed to reshaping the industry narrative by placing a strong emphasis on empathy, proactivity, and human-centric values. With a focus on fostering positive relationships, AF Group endeavors to redefine the insurance experience through creative and transformative approaches.
Role
Lead CX / UX consultant
Client
AF Group
Experience
Transforming AF Group Insurance: Humanizing Insurance Through Personas and Illustrations
THE APPROACH
Persona Development:
Conducted in-depth research and interviews with injured workers, insurance agents, and claims personnel to create rich and detailed personas. These personas were not just demographic sketches but comprehensive characterizations, delving into their motivations, challenges, and aspirations.
Illustrated Personas:
Leveraging my dual expertise as both a seasoned UX/CX director and a skilled illustrator, I personally collaborated with stakeholders to visually represent personas in a profoundly relatable and empathetic manner. My hands-on approach went beyond conventional representations, infusing each illustration with a distinctive character that authentically captured the essence of the roles of injured workers, insurance agents, and claims personnel. This unique blend of graphic design proficiency and strategic UX thinking not only brought a human touch to the insurance experience but also showcased my ability to seamlessly integrate creative visual elements with user-centric principles, enhancing the overall impact of the initiative at AF Group.
Training Material Enhancement:
Integrated illustrated personas into training materials, leveraging storytelling techniques to communicate the human aspect of insurance, fostering a deeper connection and understanding among employees.
Cardboard Cutout Implementation:
Innovatively printed life-sized cardboard cutouts of the illustrated personas, strategically placing them within office spaces to serve as constant reminders of the real people behind insurance claims, promoting empathy and understanding.
Cultural Shift Advocacy:
Advocated for and spearheaded a cultural shift within AF Group, challenging traditional industry norms and positioning the company as an empathetic and customer-centric leader in the insurance sector.
Industry Recognition:
Positioned AF Group as an industry innovator through the successful execution of the persona-driven strategy, garnering recognition for reshaping perceptions and setting a new standard for human-centric approaches within the insurance sector.
OUTCOMES
PROJECT OVERVIEW
In my role as CX/UX Lead Consultant for AF Group Insurance, I led an innovative initiative to shift the perception of insurance from a faceless entity to a compassionate partner. By building personas and incorporating illustrated representations into training materials, we aimed to instill empathy, proactivity, and a human touch within the organization, fostering a culture that prioritizes the well-being of the injured worker, insurance agent, and claims personnel.
THE CHALLENGE
AF Group Insurance recognized the need to redefine the traditional perception of insurance and break free from the stereotype that insurance companies are solely focused on claim denials. The challenge was to humanize the insurance experience, establish empathy, and rebrand the industry's assumptions by deeply embedding personas in training materials.
Cultural Shift towards Empathy:
Successfully instilled a culture of empathy within AF Group Insurance, transcending traditional insurance industry norms and fostering a deeper connection with the personas of injured workers, insurance agents, and claims personnel.
Rebranding Perception:
Changed the narrative around insurance from a perceived adversary to a supportive ally. The illustrated personas and training materials contributed significantly to altering external and internal perceptions of AF Group Insurance.
Increased Proactivity:
Empowered teams to adopt proactive approaches in their interactions with clients, promoting a sense of security and care. This resulted in improved customer satisfaction and a positive impact on overall business performance.
Enhanced Employee Engagement:
The cardboard cutouts served as powerful visual cues, reminding employees daily of the human faces behind insurance. This contributed to increased employee engagement, pride, and a shared commitment to the organization's human-centric values.
Industry Recognition:
AF Group Insurance gained industry recognition for its innovative approach to humanizing insurance, setting a precedent for other companies to follow suit.