Acko had the service. Barely anyone knew it existed. I had to change that — and rebuild how the whole thing worked, from the first tap to the moment help arrived.
Led the 0-to-1 design of Acko's first digital RSA product — turning a phone-dependent operation into a self-serve service that handled 2,188 cases at launch and cut resolution time in half. Designed across three products simultaneously: customer app, crew Service OS, and agent portal — because the experience is only as good as its weakest surface.
RSA was already live — but barely. Customers called a number, waited on hold, repeated their story to three different agents, and still had no idea when help was coming.Expensive, slow, and invisible to the customers who needed it most.
Survey of ~500 policyholders + 6,604 call records · Jan–May 2025
Less than 1% of customers were using a service that 14.1% of them needed. That gap had nothing to do with the app. People didn't know RSA existed — and the ones who did didn't trust it would work.
RSA wasn't a greenfield app problem. It was a service design problem — with broken ops, multiple stakeholders, and users in genuine distress. The process reflected that reality.
Every decision came down to the same tension: what operations needed to run efficiently versus what a stressed user could actually do in the moment.
Phase 1 for RSA add-on policyholders. Phase 2 extended to all OD policyholders. Phase 3 opens to non-policyholders as a standalone paid service.
The drop in support calls matters most — it means customers found what they needed without having to ask anyone. That's what the product was supposed to do.
