AAA Life: ExpressTerm Product Strategy + Design

AAA Life wanted a fully digital way for customers to research, quote, and buy term life insurance without going through an agent. I led the early product effort across strategy, branding, and naming, UX/content, messaging, journey design, and launch planning—turning the idea into a direct-to-consumer experience built around trust, speed, and clarity for underserved buyers. The Define phase covered personas, competitive analysis, concept flow, messaging strategy, architecture, and rollout planning.

The product launched as a new D2C path for AAA Life. It included quote and coverage selection, a guided multi-step application, payment, review, and sign, upsell/counteroffer logic, and real-time underwriting through ExpressApprove, with the experience designed for responsive use and future extension into tablet-assisted experiences in AAA locations. The launch was also supported by integrated marketing across AAA Life’s site, paid search landing pages, and email.

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