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LifePlan™ started in 2017 with 5 starting members. I was the sole designer for the initiative and in 3 years the team grew to 40 people and a design team of 4.
LifePlan™ is a comprehensive employee benefit that provides integrated legal, financial, tax and insurance services to help members confidently navigate the major and daily life events their families face including marriage, home purchase, childbirth, retirement and end of life planning.
We saw an opportunity to provide value to people by providing guidance to complicated matters of life. Unlike different legal insurance we leveraged LegalZoom's unique engine to provide more than a financial protection plan against legal matters. We approached our users through life event solutions/guidance to reach deep into their lives. Lastly we used the group plans model as our financial vehicle to make the service affordable.
LifePlan™ was LegalZoom's first official sub-brand.
Promise: Providing advice and support for any stage of life
Fresh, ecosystem approach, add value to LegalZoom brand
There were many self defined requirement for LifePlan's identity. Our association with LegalZoom is an important part of the logo because of the strength of the LegalZoom brand and the benefits of association with a trusted company. But we also wanted to create the impression of a unique product with its own story to tell.
LifePlan helps employees to take command of their immediate and long term financial lives and empower confidence in their futures.Shared values with Legalzoom: Illuminating, Empathetic, optimistic, steadfastLifePlan's additional values: Respectful, approachable
Sturdy, low contrast, geometric design style. This typeface is also famous for its pairing functions which is suitable for the lockup requirement.Reflecting values: Steadfast, empathetic, illuminating
The design phases went through tough evaluations with multiple stakeholders; design leadership, LifePlan business leaders, LifePlan designers.Countless ideas were visualized and developed and scrapped till we saw meaning in the final design.
Once the direction became solid I searched and created visual rhythm within the relationships of the geometric shapes from the letters.
LifePlan was not a digital exclusive product. Many of our materials and interactions happened offline.
There were multiple experience stages in building a new business. Each stage was an experience with it's unique challenges.
Sales of LifePlan had two stages. We had to sell the product to the companies direct or through broker channels. Next, once the company decides to provide LifePlan to their employees as voluntary we had to make the sale to individuals.
LifePlan to brokers or business sales materials.
Presentation, place mats, seminars, conferences etc
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Employee facing materials aid decisions after a company decides to provide LifePlan as a voluntary benefit.
The digital experience evolved over the course of three years. We started with a PoC. We learned about the market, features and services were added. Then we learned about our users. Experiences were refined and added.
To test the market LifePlan started with an estate plan offering.
Unlike other legal insurances that are reactive plans LifePlan is a proactive product. First and foremost we needed to know about our users. Our onboarding process was informative and we were able to collect information about the user's life event.
We started with legal and tax advices and later added financial and insurance.
The latest service we added to complete our "peace of mind" offerings. We partnered with Experian to proved a wide identity protection coverage.
Life happens and there needed a way for users that parted with their companies to continue the service.
LifePlan wasn't just a digital experience. We knew the importance of human interactions and created a service with multiple levels of human touch from in-person seminars to advice sessions over the phone.
Since LifePlan was a new and proactive benefit we needed to create as many touch points for our users to utilize the service. Unlike traditional insurance we benefited from more frequent utilization.
Engagement reports for the businesses. The report focused on utilization levels in relation with employee wellness.
Employee facing engagement materials.
Life event cards, email plans, resource center, videos etc.
LifePlan was a unique benefit that reached out to people's lives. LifePlan was proactive, knowledgeable, and helpful. It was digital and equally human. The team was fearless and friendly. LifePlan started in 2017 with 5 ambitious minds and sunsetted in 2021 touching 40K lives.