AMP’s Insurance Needs

User research and data gathering (market research, competitive review and usability testing), product strategy and development, and information architecture (personas, structure, user journeys, use cases, functional specifications, business rules, wireframes and prototypes) of AMP’s ‘Insurance Needs’, a conversational “mobile first” insurance cover calculator.

Problem statement:
How can we engage insurance customers with an experience that (re)awakens awareness, drives comprehension and creates ongoing interest in aligning their individual life stages with the appropriate and sustainable level of cover?

Target audience:
1. Corporate super customers
2. Advised customers

In short, the aim of this project was to build an insurance cover calculator that would outstand from the rest, by creating a warm and delightful experience. In order to achieve that, a few key principles were applied: tailored communication, personality, flexibility and cadence.

The feedback was highly positive from both the customer’s and the client’s end, resonating overwhelmingly well with AMP’s brand objectives.

Work done at Deloitte Australia, a consulting firm.


  • Client - AMP, a financial services company
  • Date - 2017
Project link
AMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance NeedsAMP’s Insurance Needs

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