 |  |
|---|---|
 |  |
 |  |
 |  |
 |
Employee Offer: Customer Testing & Experience Design
Organisation: Acenda
Project type: Customer testing, UX research, service design, and concept and prototype evaluation
The challenge
Acenda sought to validate the desirability, clarity, and usability of its new employee life‑insurance offer before launch. The team needed to uncover gaps in messaging, journey design, and product understanding—particularly for younger employees—and ensure the proposed experience would drive registration and conversion.
This work was also the first step in developing and testing a direct to customer digital channel for Acenda.
Research approach
-
Conducted five 1:1 user interviews (90 minutes each) with employees across different roles and age groups.
-
Tested multiple prototypes including landing pages, emails, messaging, and the "education‑to‑quote" flow guided by a General Advice Insurance Specialist.
-
Explored expectations, perceptions of value, privacy concerns, and channel preferences.
Key learnings
-
Insight‑led evaluation of messaging, content, and journey flows
-
Recommendations to optimise landing pages, email comms, and registration experience
-
Evidence‑backed guidance for tone of voice, sequencing of information, and discount framing
-
Future‑state implications for a Direct‑to‑Customer (D2C) model
My role
As Incubation Lead, I designed and led the research program end‑to‑end—from planning, working with the UX lead on prototype development to moderation of testing, and synthesis. I facilitated cross‑functional alignment across Innovation, Marketing and GA teams, translated insights into actionable design recommendations, and shaped the broader strategic roadmap for future D2C capabilities.
Impact on the business
The research informed significant messaging, design, and process improvements ahead of the planned launch, reducing risk and increasing perceived value of the offer.
It validated high employee appetite for guided support while revealing strong future demand for digital self‑service—directly strengthening Acenda’s emerging D2C strategy.