Case Study 01 · Allianz · Motor & Home Insurance · Renewals Strategy
UX Strategy & Roadmap:
Digital Renewals Experience
A rewards hub was the initial brief. I expanded and redirected the taskforce's digital focus using research backed UX strategy to create a roadmap for the renewals journey.
More than
a rewards hub
To support the broader retention and loyalty strategy, a dedicated taskforce was formed to improve customer lifetime value across our digital channels. However, with the taskforce being in its infancy the scope of the area was loosely defined, with early ideas being centred on developing a general rewards hub or loyalty scheme.
My goal was to shift the initial focus from digital just being able to complete a rewards hub, to its full capability of being able to make small wins for retention within the end-to-end digital renewals journey. I wanted to define a clear, research-backed UX strategy and a prioritized product roadmap.
Six streams,
one journey map
To build a end-to-end journey map spanning from the pre-renewal notice trigger to post-payment confirmation. I synthesized quantitative and qualitative data across six operational streams:
What's inside the map
The map ran across ten lenses at every stage of the renewal journey, from steps and touchpoints down to mindset, verbatim, and the data behind it. These lenses formed a clear picture of what was happening at each stage, and gave visibility over the opportunities and things we could improve on.
Renewal journey map
Turning research
into a roadmap
By overlaying these datasets onto the customer journey, I mapped out specific customer emotional states, pain points, delight moments, and strategic opportunities at every milestone.
I translated these findings into actionable "How Might We" (HMW) statements. To transition from research to strategy, I facilitated a cross-functional prioritization workshop with Content, Production, Analytics, and Business stakeholders.
- Review and expand on key findings and HMW statements.
- Align on business priorities, technical feasibility, and user impact.
- Collaborate with Analytics and the Product Owner to size effort, forecast potential outcomes, and convert prioritized items into structured epics and initiatives.
Dot voting and matrix plotting, prioritization workshop
19 initiatives,
one clear roadmap
- 19Targeted UX initiatives formulated into a structured, prioritized digital roadmap designed to reduce renewal friction and increase customer retention.
- +13%Impact size for some of the highest-value ideas: potential increase in renewals.
Strategic Alignment: Successfully pivoted the squad's scope from speculative loyalty ideas to high-impact, actionable improvements across the core digital journey.