Art Direction + Design: Terry Douglas
Web Design: Jerry Hefner, Terry Douglas
Web Development: Isaac Herrador, Mark Laramore
Additional project team members, IT/Product/Marketing: Janet Gale, Kristi McGivern, Heather French, Jerry Gaunt, Gia Owens, Gisela Pillow, Alyssa Patton, Jessica Lanham, Liem Do, Viswanath Charan, Jigar Patel, Yan Zhang, Eric Knick, Karen Rife, Chris Powers, Swapnil Matkar, Gordon Saunders
There is a growing concern that assets won’t last throughout retirement.
In some cases, unexpected costs arise and additional income is needed. If that happens, having a guaranteed source of income can add a real sense of security. Because people are living longer, many older adults must cope with a variety of chronic conditions and ailments that arise in the later years of life. Sometimes a triggering event, such as a serious fall, can highlight the urgency and consequences of medical issues, creating a significant impact on your expenses at a difficult time.
With an IncomeAssuranceSM Immediate Need Annuity, care recipients and their families have access to an underwritten product that can provide a lifetime stream of monthly income payments. The payments can be used for any purpose, including paying for customer's unplanned medical issues or care during retirement.
In some cases, unexpected costs arise and additional income is needed. If that happens, having a guaranteed source of income can add a real sense of security. Because people are living longer, many older adults must cope with a variety of chronic conditions and ailments that arise in the later years of life. Sometimes a triggering event, such as a serious fall, can highlight the urgency and consequences of medical issues, creating a significant impact on your expenses at a difficult time.
With an IncomeAssuranceSM Immediate Need Annuity, care recipients and their families have access to an underwritten product that can provide a lifetime stream of monthly income payments. The payments can be used for any purpose, including paying for customer's unplanned medical issues or care during retirement.
The Company partnered with an overseas company for this project. Working with those logistics, as well as being tasked with developing the branding, strategy, positioning and distribution model for a product that was completely different from anything else on the shelf, demanded some out-of-the-box thinking.
This project had many moving parts, was highly regulated, targeted a market that had never previously been sold to, included the related challenge of getting the sales force and distribution partners up to speed, and a very tight timeline (about 120 days to build the campaign wing-to-wing - over 100 pieces of collateral including a full range of digital).
Our solution was to put together an Agile-based core team. We chose to take the "Kanban" approach. This helped us to visualize the work, limit the work-in-progress, and identify bottlenecks. It furthermore facilitated keeping a tight focus on quality, frequent delivery of work, and the ability to analyze to find predictability.
The team was fully empowered, self-organizing and completely dedicated to the project. We were fortunate to have a ScrumMaster from CapTech, who I found to be invaluable in terms of coaching, helping remove organizational impediments, backlog development and grooming, capturing data, and organizing retrospectives.
Applying the Agile structure within a Marketing context was a great experiment, and helped facilitate the level of collaboration and organization that allowed this campaign not only to be completed on time, but to show promising early success metrics.
Live site:
https://www.genworth.com/products/immediate-need-annuity.html
As part of this project, we also launched the stand-alone INA lead form page where we will send users from the partnership web sites – https://www.genworth.com/products/annuity/immediate-need/information-consultation.html, the redesigned Annuity overview web page - https://www.genworth.com/#tab2-tab, and the call center INA lead form - https://www.genworth.com/ia-call-center.html (lead form filled out by internal team members when users call the 1-800 phone number)
All of these web pages are fully responsive and mobile optimized.
As part of this project, we also launched the stand-alone INA lead form page where we will send users from the partnership web sites – https://www.genworth.com/products/annuity/immediate-need/information-consultation.html, the redesigned Annuity overview web page - https://www.genworth.com/#tab2-tab, and the call center INA lead form - https://www.genworth.com/ia-call-center.html (lead form filled out by internal team members when users call the 1-800 phone number)
All of these web pages are fully responsive and mobile optimized.
