Annuity: A Pension Product
A new product for Digit's growing Life Insurance portfolio, designed end-to-end for the Agent channel, from an ambiguous brief to a validated product experience.
8 Months Timeline
B2B2C
Agent Portal
Team Setup
My Role
0 → 1: From product discovery and competitive research to journey definition, interaction design, and agent validation. Collaborated with Product team, Underwriting, Sales and Engineering to build a scalable, agent-first workflow.
01 Context
NEW PRODUCT, OPEN BRIEF
Digit's Life Insurance portfolio was expanding beyond savings and term insurance with the introduction of Annuity.
The brief was broad: build the Annuity experience for Digit's Agent channel from scratch.
But why the Agent channel?
Because 95% of Digit's Life Insurance revenue came through the Agent Channel.
With such a significant share of the business flowing through agents, the experience needed to support fast, efficient and flexible policy selling, making the Agent channel the primary focus of the product.
02 Research
Understanding the Landscape
03 Problem
Defining the problem
04 Ideation
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05 Solution
Designing the annuity journey
I approached this from three angles:
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what is annuity?
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milestone 1 : Basic details
An insurance product called 'Annuity' converts a lump-sum or a periodic investment into a stream of regular income, typically used to create income during retirement. Think of this as:
Invest / Pay Premium
ANNUITY
Regular Income Payout
The core proposition is: Turn a retirement corpus into predictable income.
Step 1:
Understanding the Product
PRODUCT STUDY
Built a clear understanding of the product, its payout structures, variants, eligibility criteria and the decisions that influence a quotation.
The existing product journeys were studied to understand the established Life Insurance flow and identify patterns that could carry forward into Annuity.
INSIGHTS
Annuity is a configuration-heavy product. Multiple choices around payout, premium and product variants directly influence the final quotation.
The existing journeys weren't fully consistent. ICON and GLOW followed similar overall processes, but some stages and interaction patterns had evolved differently.
Annuity was an opportunity to establish consistency. Rather than creating another product-specific journey, the new experience could become a common foundation for Digit's Life Insurance products.
Step 2:
Competitive Analysis
OBJECTIVE
The available experiences of some other insurance companies were studied to understand how annuity is presented, structured and sold across different channels:
INSIGHTS
Agent and Direct journeys serve different purposes. Direct experiences spend more time explaining and building confidence, while the Agent journey is primarily about eligibility, quotation and decision-making.
The quotation is central to the Agent workflow. The agent needs to reach a meaningful quote quickly and then adjust it as the customer's requirements evolve.
Step 3:
User Behaviour Analysis
USER INTERVIEWS
Spoke with Agents and RMs to understand how they sell insurance and use digital tools during the process.
Spoke with the designers behind the existing products to understand common journey patterns and learnings from their previous work that could be carried into Annuity.
INSIGHTS
The agent owns the conversation. By the time an agent opens it, the customer, product and approximate investment are often already discussed.
Existing learnings could accelerate the new product. Common stages and validated patterns from ICON and GLOW provided a useful starting point for Annuity.
Customer decisions can change during the conversation. Agents may need to revisit details and generate different quotations as the customer explores options.
The initial brief outlined the idea of an Annuity product, but left many questions around how the experience should work for Digit’s agent-led sales journey.
The initial brief outlined the idea of an Annuity product, but left many questions around how the experience should work for Digit’s agent-led sales journey.
The Annuity journey was categorised into four milestones. Each stage was ideated, designed, tested and reiterated to progressively shape the Annuity journey.
Problem Statement
How should Digit translate the Annuity product into a simple and efficient digital experience designed specifically for its agent channel?
Understanding the Product
Competitive Analysis
User Behaviour Analysis
Understanding annuity's structure, variants, payouts and key decisions
Step 1
Studying how insurers structure and sell annuity across channels.
Step 2
Understanding agent-flow, info needs and selling context.
Step 3
Milestone 1
Basic Details
Milestone 2
Plan Details
Milestone 3
Annuity Calculator
Milestone 4
Proposal Form
Basic details
Plan details
Payment
e-Proposal
Policy Issued
Proposal form
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