AI Guide
How might we help CelticLife customers in building their financial literacy & maturity?
Celtic Life is the 3rd largest insurance provider in Ireland. With 21.4% market share, it provides services for Health Insurance, Life Insurance, Pension & Financial Investments. Our goal was to assist customers in improving their financial maturity by guiding them in a discovery to assistance AI assisted journey, helping them make better financial decisions.
ROLE
Senior Product & AI Designer
TIMELINE
September 25’ - February 26’
TEAM
1 designer
2 PM : Strategy & Finance
4 devs front & backend
1 prompt engineer
SKILLS
Product design
Product strategy
Design for AI
AS THE SENIOR PRODUCT DESIGNER FOR AI GUIDE, I..
Identifyed key user segments & their pain points.
Lead efforts for AI roadmap with Product
Work with product team to define 9 use cases
Collaborate with dev team for integration.
Design conversational flows & deterministic paths
Define success KPIs and conversion channels.
MYCELTICLIFE CUSTOMER DASHBOARD: USER VIEW
Review financial needs & view your notifications
Navigation: Product types and assistive tools : AI Guide, Insights and Calculators.
AI Finance Guide : Access your AI conversational companion on your dashboard
Quick links: Submit claims, top-ups, check cover and view documents
Plan cards: Health, Pension, Life, Investment : Based on usage patterns
Monthly tip, blog and article preview.
MONTHLY ACTIVE USERS AND CHANNEL CONVERSION
CUSTOMERS AND PRIMARY NEEDS
Debt ridden people
“What can I do to get back on feet and erase my debt?”
Senior citizens
“How can I secure my future after retirement?”
Family living together
“What can we do to financially secure the future of our kids?”
Young women
“I want insights & suggestions that are catered to me as a women and build for my health.”
Couples
“We want to build wealth and create actionable steps for our financial goals”
DEBT-RIDDEN PEOPLE
ELDERLY CITIZENS
FAMILY LIVING TOGETHER
YOUNG WOMEN IN 30’S
COUPLES LIVING TOGETHER
MCL CHANNELS AND FUNNELS
PAIN POINTS & CAUSE: CSAT SCORE 3.6/5 FOR JAN 2025
In a world where AI has made automation and information parsing easy, trust and accuracy becomes a critical decision making factor. An AI financial guide inside the Irish Life eco-system provides regulated financial Guidance.
A guide to provide you personalised insight, projections, education and helping your confidently speak with an advisor. This is the objective this programme achieves.
WHERE MIGHT WE INTEGRATE AI INTO OUR ECO-SYSTEM?
Customer journey with pre-AI integration
Registering with Celtic Life
Advisor meet or by self
Managing personal finance
Plan purchase
Dependency on Advisor or personal sources
Customer journey with AI integration
Registering with Celtic Life
Advisor meet or by self
Advisor meet or by self
Personal finance management via AI Guide
Informed calls and confident meetings
INTEGRATING AI INTO A REGULATED ENVIRONMENT
“Can you tell me how my Pension works?”
USER QUESTIONS
Processes request
Creates contextual reply to system.
OPENAI 4.1
Filters OpenAI reponse. Apply’s CelticLife context.
PROMPT DOC
Receives response. Sends response as reply.
AI GUIDE
User receives response contextual to CL.
USER ANSWER
FINANCIAL GUIDE SCOPE : INTEGRATING TOUCHPOINTS
AI Financial Guide
existing use cases
Learning paths
Quiz based learning pathways.
Personalisations
Insights based on age, sex, portfolio and key financial parameters.
In house calculators
Calculate my investment projections in line with current market projections.
Advisor booking
Book me an advisor appointment.
Financial Guidance
Celtic Life personal insight based on your plans and policies.
BENCHMARKING FOR FINANCIAL AGENTS OR/AND GUIDE
Platform
Domain
Personalisation
Financial Advice
Task assistance
Google Gemini
ChatGPT
Perplexity
Cleo
Super money
Morgan Stanley WM
Origin
General AI
General AI
General AI
Finance
Finance
Finance
Finance
No
No
No
No
No
Yes
Yes
General tasks
General tasks
Info retrieval
Reports & Insights
Reports & Insights
Wealth Planning
Reports & Insights
PROUCT ROADMAP : INCREMENTAL PROGRESS 25' - 26'
First release: Sep - Dec 25’
Simple information
Second release: Dec 25’ - Feb 26’
Agent & companion
Third release: Post Feb 26’ (Future scope)
Integrated system
MCL INFORMATION ARCHITECTURE
PRODUCT x DESIGN x COMMERCE COLLABORATION
I worked along with the Product Manager for Growth and the Head of commerce to define the pathways for our AI Guide. When CelticLife customers interact with qualified Financial Advisors they usually touch upon one of the three or more topics:
-
How can they start their financial discovery journey?
-
How can they cultivate habits and sustain their financial well-being?
-
How can the advisor help me in concrete step assistance.
ENGAGEMENT MODEL : AI BEHAVIOURIAL FRAMEWORK
Discover
To help customers discover their financial goals and needs.
Once a customer discover their needs, their financial stability, their ability, they can set goals.
Learn
To help customer set up good financial habits.
If users have clear goals, they can set up habits and learning methods to esstablish a system.
I want to..
To help customers take actionable steps.
For customers who already know, or want to act.
WEB & MOBILE BROWSER : MVP1
TRIGGERING A CHAT : EXPECTED RESULTS
DRIVING USER ADOPTION VIA DYNAMIC NOTIFICATION
Google Analystics : 4 DAY PROJECTIONS, GOAL TO 100 via dyamic notifications
1036
user sessions for AI Finance Guide Pre - Launch
936
user sessions for AI Finance Guide opt-in/opt-out page
103
users consent to opt in for using AI in their financial journey
16
users consent to opt out for using AI in their financial journey
PHASE 02 : MY AI FINANCIAL GUIDE SHOULD :
MVP2 :
Start a new conversation thread.
View chat history. Submit your feedback of using AI Guide.
Begin with an open ended query.
Updated prompt cards. From 9 to 3 prompts in MVP2.
INTGRATING AI IN EXISTING WORKFLOWS
Please hover on the left to view features
Policy summary with personalised insight.
Feedback flow for customer experience.
Jump between multiple conversations.
Access CelticLife investment calculators.
Learning pathways in the form of a quiz.
MVP 1 CONTENTSQUARE DATA : DEC 25 TO FEB 25
What are we measuring and for who?
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Click distribution rate (CLR)
-
Number of clicks on sections
-
MVP1 released for 100 MyCelticLife users
What do the numbers say?
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Customers are prioritising discovery questions - 17.9% with Habit building question as a close second at 11.3% and assistance question covering 6.6% CLR.
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Higher open ended prompt entered by users on Mobile than desktop.
MVP1 RESULTS & MVP2 ROADMAP
