01 · Case study · 2023
Chatbot & Omnichannel Support
Transforming insurance quote requests into guided conversational experiences
- Role
- UX & Conversational Designer
- Timeline
- 2023
- Industry
- Insurance · Financial Services · Enterprise
End-to-end conversational design for a customer-facing chatbot embedded across insurance product pages. The bot guided users through quote requests step-by-step, adapted to their responses, auto-filled forms, delivered tailored quotes instantly, and escalated to human agents for complex situations.
Research revealed mixed user sentiment around chatbot interactions. While users valued speed and efficiency, expectations for AI experiences were rising fast. Many participants preferred human contact, especially for reassurance or complex situations, creating a core design tension between automation and meaningful escalation.
A nine-phase process from kickoff to SteerCo iteration: user research and discovery, ideation and scenario mapping, information architecture, wireframing, usability testing on wireframes, prototyping, AI and chatbot logic integration, and stakeholder alignment cycles. The functional chatbot was built with micro-animations for visual feedback and clarity. Extensive prototype validation came before any development investment, testing core assumptions with real users early in the process.
Despite strong innovation potential, the chatbot was strategically deprioritized: significant IT requirements and unclear ROI for both users and the business made the investment unjustifiable. The real outcome was a validated decision framework: test assumptions early with real users, weigh user value against operational feasibility, and let evidence rather than enthusiasm drive prioritization. Insights directly informed subsequent product projects.
