How Sun Life used design as an essential change management tool
Sun Life demonstrated why finding out what customers really want has been vital in supporting meaningful change
Good design has long been considered the foundation of a successful digital transformation project, meaning organizations should listen to the needs and wants of their customers. This ethos formed the basis of digital transformation for Sun Life, an international insurance company.
Anna Foat, design literacy and education strategy – global digital enterprise CoE at Sunlife Financial, told viewers at PEX Live: Change Management and Culture Change for Business Transformation 2022 that while quantitative data is important when designing a new digital strategy, it “is not the full picture”. She advocated marrying the voice of the customer with data for the best outcomes, particularly when designing intuitive online interactions to improve service and engagement.
Better user experience, increased customer satisfaction and enhanced brand image are among the benefits companies can glean from taking the time to find out what customers want and incorporating this feedback into the design process. Foat said that while it can be “hard to quantify” why a digital interface is effective for customers, personalization and intuitive user experiences are key to these change management projects.
