Veygo:
Lifecycle Map
User Research & Strategy
Established in 2016 as a subsidiary of Admiral Group, a FTSE 100 company, Veygo is a pioneering insurtech firm with 850,000 customers and over 3 million policies sold. The company provides flexible and affordable insurance solutions, actively contributing to the sharing economy's transition.
Ranked in 2023 as one of Europe's top 10 insurtech companies, Veygo offers learner and temporary car insurance by the hour, day or week, facilitating car borrowing and shared ownership.
Over the last six years, Veygo has experienced rapid growth, focusing primarily on acquiring new customers and improving existing products.
Despite being established to serve learner and young drivers, the business needed reassurance that these groups were still their primary users and wanted to identify any additional potential user segments.
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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.
