In-house
Planning for the long term, shipping for now
Company
Fennia is a traditional insurance company in Finland. Fighting for a top-3 position in the market, the company was about to enter a drastic transformation project where its core IT systems were replaced by a modern Salesforce solution.
My role
Helping the insurance company Fennia reach their vision of best customer experience in the industry (3–12/2022). I acted as a PO in a huge Salesforce transformation and managed product owners and designers of the current marketing web site, web shops and self-service portals.
Next generation digital product
I had the responsibility for defining the customer journey for buying and managing insurances in the Salesforce-based system that was being built.
Working closely with legal and domain matter specialists, we were able to improve the future purchase and self-services flows significantly compared to industry standards.
Mobile-optimized self-service channel
The old self-service portal was stuck in the early 2000’s with a dated UI. There was no interest in developing it further before the next generation system would make it obsolete sometime in the future. However, as mobile usage shares kept growing and customer satisfaction kept dropping, something had to be done.
I figured out a tech approach that allowed us to create a mobile version of the service without touching the legacy core. This enabled us to carry out the renewal in months instead of years.
The idea to mobile-optimize the portal was certainly not new. No one just had made it happen during the past 10 years.
Insurance webshop renewal
The webstore for buying insurances was riddled with usability issues. Though we could not touch the legacy backend system, we were able to design a renewal that fixed the biggest issues in the front end and improved conversion and NPS ratings.
