OP Digital Car Insurance Experience

Overview

I collaborated with OP Design as an external consultant within OP's insurance business area. I served as the Design Lead on a large-scale digital car insurance initiative, where I owned the end-to-end customer experience across a new insurance product. My responsibility covered experience strategy, concept definition, and experience validation, and I acted as the primary design counterpart to product, technology, and business leadership throughout the program.

The work was delivered within a SAFe framework, and I collaborated closely with cross-functional teams and the Release Train Engineer to ensure that experience decisions aligned with broader platform renewal efforts. My role required balancing long-term experience vision with organizational, technical, and regulatory realities while helping stakeholders converge on a shared direction for the future of digital insurance at OP.

Challenge

The challenge was to define a future-proof digital car insurance experience that could simplify a complex and highly regulated product while meeting the needs of both customers and the business. The work needed to operate within strict regulatory and compliance requirements, accommodate legacy platform constraints, and support OP's broader platform renewal initiative. At the same time, the experience had to build trust, transparency, and clarity in moments where users are making high-stakes financial decisions.

Importantly, the outcome was not limited to improving a single flow or interface. The challenge was to establish an experience direction that could scale across insurance products and guide long-term development, while remaining realistic and implementable within OP's organizational and technical context.

Solution

I led the design of a future-oriented digital car insurance experience that addressed the full customer lifecycle, from purchase to policy management and claims. The work focused on establishing a clear experience strategy that could simplify complex insurance logic while remaining compliant with regulatory requirements and technical constraints.

Rather than designing a single fixed solution, I defined a set of experience principles and modular interaction patterns that could scale across products and evolve over time. These principles guided decisions around information hierarchy, interaction flows, and tone, ensuring that the experience felt transparent, trustworthy, and easy to understand at every stage.

The concepts were iteratively developed and validated through user research and usability testing, with insights continuously informing design decisions and trade-offs. I worked closely with product, engineering, and business stakeholders to align experience ambition with platform realities, facilitating discussions around feasibility, risk, and long-term value. The result was a validated experience direction that provided both a clear near-term roadmap and a foundation for future insurance product development.

Results

• User testing showed high task success and improved confidence in purchasing and managing insurance
• A new claims experience was user tested and launched to good reception successfully
• Validated product concept, supported with qualitative and quantitative data
• New purchase concept to be adapted to other insurance products

Team

• Kimmo Alaraudanjoki — Design Lead
• Emma-Sofie Kukkonen — Service Designer
• Veli-Matti Pokela — Senior UX Designer