Snapshot
Role: Lead product designer
Focus: Behavioral UX & Customer Engagement
Team: Product, Engineering, Marketing
Launch date: July 2025
Channels: Email, Mobile, Lifecycle Communications
Key areas: Trust, Savings Transparency, Personalization
The challenge
Customers struggled to understand how telematics driving behavior directly impacted their insurance savings and safe driving benefits. Existing experiences communicated a driving score threshold but lacked meaningful transparency around real customer value, making it difficult for users to connect behavioral feedback with financial outcomes.
The challenge was designing a scalable communication ecosystem that simplified complex behavioral data, improved customer trust, and created clearer connections between driving habits, rewards eligibility, and potential savings.
Discovery and research
Discovery focused on understanding how customers interpreted telematics scoring, behavioral feedback, and savings communication throughout the insurance lifecycle.
Research activities included:
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analysis of customer engagement pain points
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review of behavioral feedback systems
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lifecycle communication mapping
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competitive analysis across insurance and fitness ecosystems
- exploration of transparency and trust patterns within savings-based products
A major insight emerged around customer perception of value. While users received a driving score, many lacked visibility into how behavioral improvements translated into real savings opportunities or safe driving benefits. This created confusion, reduced motivation, and limited long-term engagement.
Strategic thinking
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Rather than treating telematics as a standalone scoring system, the work focused on designing a connected behavioral engagement ecosystem that reinforced trust, transparency, and long-term customer motivation across multiple touchpoints.
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A key strategic opportunity involved shifting communication away from abstract scoring alone and toward clearer customer value visibility. By helping users understand the direct relationship between driving behavior, savings potential, and rewards eligibility, the experience aimed to increase engagement, improve behavioral reinforcement, and support long-term retention.
Lifecycle experience design
Pre customer engagement
Designed personalized pre-customer communications showing potential insurance savings based on connected vehicle driving behavior captured during the quote experience. These communications introduced telematics value early within the acquisition journey and reinforced savings opportunities before policy conversion.
Customer onboarding
Created onboarding and welcome communications explaining how telematics worked, how driving scores were calculated, and how customers could qualify for safe driving rewards and policy benefits.
Midterm behavioral feedback
Designed midterm score experiences providing personalized behavioral feedback, safe driving progress visibility, and actionable improvement guidance to help customers remain on track for rewards eligibility and future savings opportunities.
Savings transparency exploration
Led exploratory product design concepts focused on improving savings transparency within the telematics ecosystem. The work explored replacing abstract scoring-only models with clearer savings visualization patterns that helped customers better understand how specific driving behaviors impacted real insurance value.
Key product decisions
Personalized savings visibility
Shifted behavioral communication from abstract scoring toward clearer financial impact and customer value.
Lifecycle engagement strategy
Created connected communication touchpoints spanning onboarding, engagement, and renewal periods.
Behavioral reinforcement loops
Used progress visibility, positive reinforcement, and actionable feedback to encourage safer driving behaviors.
Scaleable communication frameworks
Designed reusable UX patterns supporting future telematics engagement expansion.
Results
• Improved clarity around telematics savings and rewards eligibility across multiple customer lifecycle touchpoints
• Increased transparency between driving behaviors, safe driving scores, and customer value outcomes
• Designed scalable communication patterns supporting onboarding, engagement, and retention initiatives across the telematics ecosystem
• Reduced friction and confusion through simplified behavioral feedback and personalized savings communication
• Explored new savings visibility concepts intended to improve customer trust and long-term telematics engagement
• Created reusable lifecycle engagement frameworks supporting future personalization and rewards expansion initiatives