Redesigning the end-to-end online purchase journey and establishing user-centred architecture for AIG's family insurance offering across European markets.
My three month contract with AIG was focused on a high-value commercial objective: fully redesigning the online purchase journey for AIG Spain’s family insurance product, with a view to scalability across other European markets. My role was hands on, encompassing end-to-end service design, UX/UI creation, and cross-functional leadership, working both on site at the London headquarters and extensively in Madrid.
The project was instigated by a persistent commercial challenge. Sales were being hampered not by price or product, but by a subtle false assumption of poor proximity. Our initial discovery confirmed that prospective customers were losing confidence and abandoning the purchase journey because they were unable to quickly assess how close their nearest private healthcare facility would be in the event of a non-critical illness. This perception acted as a significant psychological barrier.
To diagnose this service failure, I travelled to Madrid to lead targeted user research interviews with AIG employees and run in-depth business requirement workshops with local Heads of Business. This confirmed that Spanish National Health Services were highly trusted, but the buying decision for private insurance pivoted on an immediate visual reassurance regarding the service accessibility of the private offering.
Beyond this crucial feature, I personally managed the complete UI design creation and component structuring for the entire purchase flow. This included architecting a bespoke lifestyle "Wizard" that allowed users to define personal circumstances and lifestyle factors to receive a customised list of protection recommendations. This established a scalable design framework that could be easily adapted for efficiency and consistency across other European markets.
I was responsible for managing all design outputs, producing detailed journey maps, low fidelity wireframes, and high-fidelity Figma UI prototypes. To ensure alignment across the organisation, I personally led crucial design workshops and senior review sessions, often bringing together stakeholders from the AIG UK headquarters and local AIG Spain subject matter experts. This direct, cross-departmental collaboration was vital for ensuring the proposed user-centred customer experience was both technically feasible and met critical business objectives.
The engagement successfully delivered a validated purchase journey that directly addressed and neutralised the primary purchase barrier. By integrating the technical solution (proximity mapping) with the user-centred approach (the Wizard), we provided AIG with a highly efficient, consistent, and scalable platform architecture, ultimately demonstrating how deep user insight can overcome cultural perceptions to secure commercial growth.
