Age: 42

Education: Associate’s Degree

Hometown: Austin, TX

Family: Married, 2 kids

Occupation: Office Manager

Tech Savviness: Low-Medium

Emily Life Applicant

"I want to make sure my family is taken care of, but all this insurance stuff is so confusing."

Scenario

Emily is browsing life insurance options online, hoping to secure a plan for her family. She decides to start an application but quickly finds the forms lengthy and confusing, especially the medical questions. As she progresses, she struggles with complex insurance jargon and worries about privacy concerns when sharing personal information.

After submitting the application, she reviews the summary page but finds it difficult to understand. Feeling uncertain, she calls an agent for clarification, wishing the process were more intuitive and transparent.

Goals

  • ✅ Find a reliable and suitable life insurance plan.

  • ✅ Complete the application process smoothly without frustration.

  • ✅ Clearly understand the details and status of her application.

Frustrations

  • 🚧 Overwhelmed by confusing insurance jargon.

  • 🚧 Struggles with lengthy and complex application forms.

  • 🚧 Worries about privacy and sharing personal information online.

User Journey Map – Emily’s Experience

Emily’s user journey map illustrates her experience as a life insurance applicant, focusing on her actions, emotions, and pain points throughout the process. The map highlights her need for simple and intuitive forms, clear explanations of insurance jargon, and transparency in application status, while addressing her frustrations with confusing terminology, lengthy forms, and privacy concerns. These insights informed the design of features like tooltips for complex sections, progress tracking, and enhanced support options, ensuring Emily feels reassured, informed, and supported throughout her journey.

Action Task List Feeling Adjective Improvement Opportunities
Discovery & Interaction
  • Research life insurance options.
  • Log in to the platform.
  • Curious
  • Hopeful
  • Provide a beginner's guide.
  • Offer tutorials on how to use the platform.
Reviewing Applications
  • Compare different plans.
  • Select the most suitable plan.
  • Confident
  • Decisive
  • Enable comparison tools.
  • Highlight key differences between plans.
Form Filling
  • Enter personal and medical information.
  • Ensure all required fields are completed.
  • Overwhelmed
  • Anxious
  • Simplify form layout.
  • Offer tooltips and help icons.
Clarification
  • Contact support for help with confusing sections.
  • Verify information with an agent.
  • Reassured
  • Supported
  • Provide real-time chat support.
  • Offer callback options.
Submission
  • Submit the completed application.
  • Receive confirmation of submission.
  • Relieved
  • Accomplished
  • Send automated confirmation emails.
  • Provide a checklist of submitted information.
Follow-Up
  • Check application status.
  • Provide additional information if needed.
  • Informed
  • Satisfied
  • Enable status tracking.
  • Send notifications for updates.
  • Offer a feedback form.