We followed MAIF’s legal information across its three channels: the website, the PDF documentation and the mobile app.
Reviewing what exists, channel by channel
We started with an acculturation phase to better understand the scope of the project, then with a audit of these three channels.
Insurers, neobanks and online comparison sites
In parallel, a benchmark identified good practices among direct competitors (established insurers and new insurance players) and indirect ones (neobanks, mutual insurers, online comparison sites).
Listening to policyholders' needs and frustrations
The remote user interviews went through each step of the insurance journey (gathering information, taking out a policy, making a claim…) to spot what blocks policyholders. On the MAIF side, we also interviewed advisers.
Drawing the journey with the MAIF team
Once the main steps of the insurance journey were defined, a workshop brought together MAIF’s project team to add the business view. We co-designed the future user journey, looking for the opportunities at each step from a legal design angle.
Cross-checking the four sources
We consolidated the final user journey by cross-checking the interviews and the co-design workshop with the audit and the benchmark. An iteration with the project team was planned to refine the opportunities identified.
In addition to the four deliverables, we recorded audio capsules that describe the journey steps and the related recommendations.
The deliverables shown are those of the project. Only a few anonymised photos were reworked with AI (see our AI use statement).
