Health insurance transformation

Future state service design and customer experience.

CXCO was engage by a health insurance provider and their integration partner, to facilitate the strategic business alignment of disparate stakeholder groups and design the future state customer experience for their transformation program.

CXCO facilitated workshops to define the vision and parameters of the experience, and translated outputs into a series of scenarios that illustrated key points
 of innovation, interaction and need. The scenarios were supported by service maps that detailed actions and interactions, and defined people, process and technology required to deliver the experience.

The opportunity

In 2014, our Client embarked on a program of work to transform their business operations. Historically, the organisation had formed through a number of acquisitions, and as a result was running multiple systems and processes to complete the same activities. The existing work system was inefficient and inconsistent, and resulted in a poor customer experience. 

The business had identified technology capabilities they required to future proof their operations, but hadn’t yet defined the desired future state customer experience they needed to enable when the capabilities were in place. By taking a technology-led, business-centred approach, there was a high risk that the capabilities they built would not meet customer needs and would create a disjointed and low value customer experience. 

The organisation had completed multiple discrete customer experience and insights projects within a three-year period prior to starting the transformation program, yet had no single overarching definition of what the future state experience was, or how it supported the customer. They had a number of individual components such as design principles, personas, customer outcomes, and required capabilities, but had a gap in articulating how it all came together to create a cohesive experience for the customer across key scenarios and customer types.

Future state experience_ img 02 

Our approach

Icon_ Align v2Stakeholder engagement

The first stage was an alignment project to synthesise existing insights, agree on the scope, and engage stakeholders in a vision workshop. The project included a multidisciplinary team of designers, strategists, system architects, business analysts, and developers as well as internal stakeholders from across the business. 


Icon_ Learn v2Asset review and synthesis

An asset review was conducted on over 200 documents to extract insights, principles, capabilities, and outcomes to inform decision-making in workshops. This included identifying failures in existing services and opportunities to improve the customer experience.


Icon_ Roadmap v2Future state experience

CXCO designed and facilitated workshops with multiple stakeholders to gain consensus on innovation opportunities and the desired future state experience. This was followed by a design phase where the future state customer experience was created, and the internal capabilities to deliver the experience were articulated in a series of service blueprints. 


Icon_ UX v2Service maps

The future state experience was mapped to illustrate key points of innovation, interaction and needs, supported by service maps that detailed the path of action and interaction between the customer and the business, indicating the people, systems and processes to deliver the experience. The maps informed functional design workshops and the capabilities required to be delivered in waves.

Future state experience_ Deliverable01CXCO produced decision making tools as a key deliverable for the client. 

Key outcomes


Alignment of stakeholders with competing priorities and differing opinions by focusing them on their joint responsibility for the customer experience.
TickCXCO’s analysis and research on future state technology solutions enabled the client to determine the organisation’s appetite for innovation and the solutions to be included in the future state customer experience.
TickAgreement on the desired future state customer experience to increase customer loyalty and enable the required purchase, service, retail and contact centre experience.
TickAccelerated decision making though synthesis of extensive customer experience data (over 200 artefacts) into easy to use decision-making tools and workshop cards.
TickIllustrated future state customer experience journeys and supporting service maps provided direction for delivery teams to create functional specifications and map the systems, processes and people to the defined front-stage experience.