4.5 Million Australian’s have their choices, options, and freedoms protected by TAL Life every day, in 2016 TAL needed a way to understand who these people are so they can better tailor their products and services.

To comply with my non-disclosure agreement, I have omitted confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of TAL.



Lead customer research and use personas as a way to communicate and summarize research trends and patterns to others.


Powerful personas.

Persona use can be contentious but I have found it invaluable as a tool to rally stakeholders around the needs of the customer and see it as a way to make research tangible.

Workshop it real good.

Co-ordinated, recruited for and ran a full day journey mapping exercise with TAL customers to understand their end to end experience of the industry using the service design toolkit and design thinking.


Synthesized results into a set of six personas and a corresponding blueprint for how these personas relate to the category of life insurance. TAL was able to use this as a foundation and drilled down on a single persona to develop new products and services in an approach referred to as operational innovation.


Posted by:Sarah

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