Lifecycle Map

Overview

Established in 2016 as a subsidiary of Admiral Group, a FTSE 100 company, Veygo is a pioneering insurtech firm providing flexible and affordable insurance solutions to young drivers.

I led a project to create a comprehensive lifecycle map, bringing together siloed knowledge across departments to develop a shared understanding of the customers and their journey.

The result? A strategic tool that sparked alignment, surfaced gaps, and empowered more customer-centred decisions across the business.

The challenge

Veygo had evolved from a startup into a maturing business, but their internal understanding of customer journeys was fragmented. Marketing, Product, and Operations each held pieces of the puzzle — but no one had the full picture.

There was no shared view of:
- Who their current customers were
- What their journeys looked like
- Where pain points or opportunities existed

We needed to create a shared understanding of our customers — and turn it into action.

Team

1 Service Designer (Me), 1 Proposition Developer, 1 Product Designer. Support from: Growth, Data, Pricing, and Compliance.

My role

Sole Service Designer, I onboarded the team and led the project from start to finish.

Period

October 2022 - May 2023
Veygo - Admiral Pioneer

The Process

Unravelling the known
This was my first project with Veygo. To start, I collaborated with the team to gather all existing knowledge within the company.

I analysed previous research, identifying gaps related to small sample sizes and limited traceability.

Coordinated regular meetings with product managers, designers, marketing, customer services, and data & pricing to gather existing data.

Since each team had a slightly different view of the customer journey, I facilitated workshops to map what we knew, what we didn’t, and what we assumed.

Created a six-month roadmap, which we completed on time.

Validating Assumptions & Discovering New Insights
We proceeded to validate the assumptions the different teams had and identify new insights, focusing on how users discovered, engaged with, and dropped off from Veygo's products.

Conducted 40 interviews with users at different stages of their journey and 3 surveys, engaging with a total of 500+ users.

Through the process we identified 2 customer segments the company wasn't considering.

Created personas and insight platforms for each segment.

Mapped out the user journey for each segment, identifying main pain points.

Bringing the Picture Together

The final output wasn’t just a diagram — it became a shared tool for cross-team conversations, helping us align around who our users really are, where they struggle, and where we might support them better.

I conducted 4 sessions with the team to map out a unique user journey collaboratively.

Created a research repository on Miro and Confluence to democratise the access to research and raise awareness about the existing data.

Conducted 7 sessions with stakeholders to share the main learnings from the project, and give them access to the research repository.

Displayed a printed version of the Lifecycle Map in the office to spark conversations and encourage collaboration.

Outcome & Impact

The lifecycle map helped Veygo teams move from intuition-based to insight-driven thinking — especially useful in a fast-moving scale-up context. Following this project, we developed a Service Blueprint to gain visibility of the different teams and dependencies within the business.

Influenced Strategy

The lifecycle map was presented to leadership, influencing priorities and strategy for H2 (2023).

New Proposition

On 2024 we launched Veygo New Driver, targeting one of the underserved segments we identified.

Cultural Shift

Sparked cross-team conversations about user needs and long-term retention.

My Learnings

This was my first project with Veygo, being a great opportunity to show the value I could bring to the company.

Becoming the Bridge

This project helped me grow as a designer — not just in mapping complexity, but in facilitating conversations across silos. It showed me how design can act as a bridge between people, processes, and strategy.

Customer Champions

This project positioned me as a champion of user-centricity within the product team. I conducted 10 sessions to guide stakeholders through the Lifecycle Map and Research Repository, sharing examples of how the product team was using them.

Pause and Listen

In fast-paced environments, assumptions about our customers build up quickly. Even when a product is live and growing, a lifecycle map can help realign teams, expose blind spots, and drive better decision-making.

Creating a Lifecycle Map