Mapping Life Moments
Internal Strategy
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.
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
I led a project to create a comprehensive lifecycle map, bringing together siloed knowledge across departments to develop a shared understanding of the customer journey.
The result? A strategic tool that sparked alignment, surfaced gaps, and empowered more customer-informed decision-making across the business.
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1 Service Designer (Me), 2 Proposition Developers, 1 Product Designer. Support from: Growth, Data, Pricing, and Compliance.
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Sole Service Designer, I onboarded the team and led the project from start to finish.
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October 2022 - May 2023
Veygo - Admiral Pioneer
To better understand the different customer segments Veygo was serving and identify any underserved needs, we decided to create a Lifecycle Map. Our three main goals were:
Redefine Customer Segments: Validate and gain clarity on Veygo's customer segments, their needs and pain points.
Strategy & Prioritisation: Help the business make informed decisions based on updated research.
Improve Customer Experience (CX): Identify improvements within our existing products.
The project was divided into two main phases:
1. Discovery: In-Depth User Research
2. Creating the Lifecycle Map & Sharing Insights
We used the Double Diamond Methodology, allowing us to move fast while working in an agile environment.
Review & Planning
To be able to lead the team efficiently, I needed to gain a better understanding of the company, its products, and previous research developed. Starting in October 2022, I:
User Research
We conducted three rounds of in-depth quantitative and qualitative research with existing customers:
Discovered 2 new customer segments, including Parents of Learner Drivers.
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Highlighted the significance of parents as a segment and their challenges with the quote journey.
Confirmed that we weren't retaining learner drivers after they passed their test and identified the need for a specific product.
Conducted 7 sessions with stakeholders to share research learnings, providing access to an initial research repository.
The lifecycle map included our two main products: learner driver and temporary insurance. It visually represented how different customer segments interacted with our products, providing clarity to the entire business.
To create the lifecycle map collaboratively:
One major challenge Veygo was already facing, was democratising access to research and raising awareness about existing data:
Following the project's completion, we developed a Service Blueprint to gain visibility of the different teams and dependencies within the business. The main goal was to improve CX by gaining a holistic view of the customer journey and identifying opportunities for enhancement. This blueprint is now a valuable tool used company-wide and assists in onboarding new colleagues by providing a comprehensive overview of our processes and customer interactions.
