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ROLE
Product Designer
TIMELINE
1 Week · July 2025
TEAM
Danielle Berry, Efan Song, Joy Zhang
Who are The Cooperators?
Co-operators is a Canadian insurance company serving over 5 million Canadians. In 2024, their annual report revealed that nearly half of new clients are aged 18–34, yet the existing experience wasn't built for how that generation makes decisions. We were tasked with rethinking how Co-operators generates leads and builds trust with younger audiences.
Our challenge
How might Cooperators use both digital tools and offline channels to find strong sales leads and identify opportunities across P&C, Life, and Wealth services?
What was getting in the way?
We surveyed 25 participants aged 18–34 and asked them about their experience navigating insurance for the first time. We found that many of them were avoiding and unconfident in buying insurance because the process made them feel overwhelmed.
Let's reframe the issue
The original prompt was about lead generation, but what we found was that the barrier wasn't awareness; it was confidence. Young adults weren't avoiding insurance, they were overwhelmed by it.
How might Cooperators use both digital tools and offline channels to find strong sales leads and identify opportunities across P&C, Life, and Wealth services?
How might we help young adults feel more informed & confident when buying insurance?
At what point does it go wrong?
Before jumping to potential solutions, we found where the current experience breaks down. Users hit a wall at the consideration stage, where all the confusion overwhelms them.
Our redesigned flow removes the guesswork entirely. Instead of forcing users to know what type of insurance they need upfront, a short questionnaire on the landing page does that work for them, surfacing matched advisors and relevant bundles in one step.
Users who want more control can also browse the advisor directory independently. The result is a flow that meets people where they are, whether they want to be guided or just need a starting point.
Swipe to see the current Cooperators website map compared to our rededesigned user journey
Key Decisions
Guided Quiz Overlay
Building trust before asking for commitment
We replaced the pushy "Get a Quote" CTA with a "Need Some Guidance?" overlay that introduces the quiz as a low-pressure entry point. The redesigned landing page leads with guidance rather than a transaction, so users feel supported rather than sold to.
Quiz Results: Advisors + Bundles
Giving users enough choice without recreating the overwhelm
After the quiz, users see three matched advisors and lifestyle-named insurance bundles. Three options preserves agency without causing decision paralysis—fewer feels too restrictive, more reintroduces overwhelm. Bundles like “The Home Essentials” replace jargon-heavy categories to make choices more approachable.
Advisor Directory
A path for users who already know what they want
Most competitors offer advisor directories, but Co-operators didn’t—so we added one as an alternative entry point for confident users who prefer browsing over taking the quiz. While skipping the quiz reduces match precision, requiring it would limit user autonomy.
An AI-Powered Insurance Advisor Matching Tool
We designed an AI-powered advisor matching tool embedded directly on the Co-operators homepage, giving users a way to get personalized guidance without leaving the page or starting from scratch.
Features
The Questionnaire
A short quiz about your lifestyle and goals replaces the overwhelming quote calculator.
Advisor Matching
Users get matched to real advisors based on their profile, so the experience feels personal rather than transactional.
Insurance Bundles
Bundle recommendations are framed around life outcomes instead of policy jargon, making the decision feel approachable.
Advisor Directory
We also added an advisor directory after looking at other insurance websites. We were shocked
What did I learn from this project?
Plan the sprint before the sprint
I saw the impact that proper research and time to think through our decisions had on our final solution, which was thanks to the full week timeline we got. Unfortunately, we still ended up scrambling at the end because we didn’t plan our timeline well from the start.
Build on what works
We had a general direction during ideation, but it wasn’t fully concrete until we looked at other insurance sites. Most had advisor directories that Co-operators was missing, which helped confirm the gap and gave us confidence in our idea.
Thank you for reading this case study! Shoot me a message if you’d like to learn more about this project.
