To synthesize the research and provide a future-state design, Pivot developed the concept of a "blog style" website providing example stories of “People Like Me”. The stories allowed existing customers to see how others took advantage of TD's insurance offerings. For example, a car insurance customer could benefit from adding-on home insurance and travel insurance in a bundled offering that would provide them with added benefits to combining services.
The concept site was designed not to look "too TD" so as to maintain arms length from the brand and allow internal teams to treat it as an idea with potential to grow. “Ask Tricia” became the name of the concept site where users could go to browse customer profiles, select relevant life stage details, and then learn about how to get the best from their insurance offerings with TD.
Impact
The future state concept design acted as a method of research synthesis and was well received by the TD Insurance team.