OVERVIEW

LifetimeENGAGE is a white-label mobile app that fosters and maintains the relationship between life insurance carriers and consumers. It provides a set of health and life planning features, with a reward program to motivate users.

As a user engagement app, its engagement rate is decreasing.

With major issues identified through user research, I led cross-functional teams in redefining the product vision and strategy, exploring solutions, and executing an app overhaul.

• My role
• Team
• Duration

IMPACT

<aside> 🎉 LifetimeENGAGE 2.0 Laid the groundwork for a functional product with a unified strategy, adding significant value to the app, fosters meaningful user engagement.

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<aside> 🎉 Contract renewal Secured buy-in from our anchor client on this initiative, leading to a successful contract renewal with them.

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<aside> 🎉 Feature backlog for Eng and Sales Feature designs ready for development and for Sales to showcase to prospective clients.

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DISCOVERY

Unsatisfying UX → unsatisfying user engagement

To gain comprehensive user feedback on the app’s experience, I led in-depth user research with users of the client’s branded app.

• 4 months
• 277 survey responses
• 10 user interviews

Product problems uncovered from research insights:

<aside> 😕 Lack of unified strategy The app has been built with a lack of unified strategy, leading to a collection of weak features with unclear purposes.

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<aside> 😕 Cluttered navigation Navigation gets ineffective after app updates - cluttered Dashboard & hamburger menu.

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<aside> 😕 Outdated UI The app UI is outdated, inconsistent and confusing.

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<aside> 😕 Unscalable reward system The reward system becomes unscalable within the carrier's budget as the app gains more users, and the features are overly incentive-driven.

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CHALLENGE

Drive alignment of product vision and strategy with XFN teams