The General Insurance



The General Insurance based in Nashville Tennessee specializes in non-standard auto insurance for drivers whose risk factors make it a challenge to receive standard insurance.


With an out-dated mobile experience based on a mobile web interpretation of their site, the newly hired VP of Digital was looking to gain insights into the mobile strategy, the technology landscape, and the possibilities for the future of the company on Mobile. 



Through a 4 week mobile strategy engagement with a group that included an XD  Lead, a Product Strategist, a Senior Android Developer, an Account Manager, the VP of Tech, and a Project Manager, we: 

  • Traveled to Nashville to conduct a 2 day long workshop, that included:

    • 15 Stakeholder Interviews

    • KPI and Performance Metrics Discovery

    • User Story Mapping

  • Product Research

  • Platform Research

  • User Research

  • Competitor Analysis

  • Market Analysis

  • Business Case Creation

  • Product Roadmap Creation

  • Rapid Prototype Design



As the XD Lead, my role was to define the strategy at the program level, partner closely with the client to understand the business needs and direct delivery including actively managing and participating in the research and design processes. 



A comprehensive, data-backed, research-driven strategy document with a fully functioning mobile prototype as part of a business case for a native application to be included in a report to the board of directors.

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Rachel Robbins