AAA Life: ExpressTerm Product Strategy + Design
Direct-to-Consumer Product Strategy + Conversion
AAA Life wanted customers to research, quote, and buy term life insurance online—no agent required. I led early product work across strategy, branding, naming, UX, content, messaging, journey design, and launch planning. The goal was a direct-to-consumer experience built around trust, speed, and clarity for underserved buyers. In the Define phase, we created personas, ran competitive analysis, mapped concept flows, and developed messaging strategy, information architecture, and rollout plans. Within six months of launch, ExpressTerm made up more than 15% of new term policy applications. Digital conversion rates rose by 17%, and users said the experience was clearer and easier to use than traditional methods.
EXPRESSTERM EXPERIENCE
STRATEGY + EXPERIENCE OUTCOME
The product launched as a new direct-to-consumer option for AAA Life. It included quote and coverage selection, a guided multi-step application, payment, review, signing, upsell and counteroffer features, and real-time underwriting through ExpressApprove. The experience worked across devices and could be used on tablets in AAA locations. Launch support included AAA Life’s website, paid search, and email marketing.