Selling the Future
Company
Alight
Alight is a global benefits technology company serving millions of employees across hundreds of enterprise clients.
The Challenge
Alight’s largest enterprise client was approaching renewal, and confidence in the platform had begun to erode. While the product team was actively developing new capabilities, there was no clear way to show clients where the platform was headed or how emerging technologies would meaningfully improve their experience.
Sales teams could speak to individual features, but there was no cohesive vision of the future. We needed a way to translate the product roadmap into something clients could actually see and believe in.
Video Stills
Landing Page
Paid Media
-
Employees don’t experience benefits as a platform.
They experience them through moments in their lives: navigating a diagnosis, planning for a child, preparing for retirement, or trying to understand their healthcare coverage.
Benefits are complex, but the moments they support are deeply human.
Instead of showing features, the work needed to show how technology could anticipate needs, simplify decisions, and connect people to the right support.
-
Working closely with sales leaders, client retention teams, and product stakeholders, we developed a product vision storytelling framework built around three perspectives:
The Employee Experience
How AI could guide employees through complex benefits decisions and life events.The Client Experience
How employers could gain predictive insights and proactive support for their workforce.The Alight Colleague Experience
How AI could equip service teams with deeper context and insights to better support both employers and employees.
Each scenario explored how AI could surface guidance across multiple touchpoints, desktop, mobile, voice interfaces, and wearable devices, while still providing seamless access to human expertise when it mattered most.
The result was a set of narrative-driven videos that transformed a technical product roadmap into a tangible vision of the future.
-
Scenario Prototyping
Developed hundreds of exploratory prompt interactions and hypothetical AI conversations to test how intelligent guidance could support real-world benefits decisions.Bringing the Right Teams Together
Initiated and led a cross-team working group bringing together sales leadership, client retention specialists, and product teams to align on a compelling vision for the platform’s future.Influencing the Product Vision
Several concepts developed during this process extended beyond the existing roadmap, helping spark new conversations about how AI could shape the platform’s future capabilities.Production & Agency Direction
Served as the primary creative lead and point of contact for the external video agency, guiding concept development, narrative structure, and execution of the three-part product vision series.
What This
Work Changed
The client renewed, and the response to the videos sparked a broader appetite across the organization to keep telling the story of where the platform was headed.
What began as a targeted effort to help one client see the platform’s future, quickly expanded into a series. A dedicated landing page was built to house the work, and the videos became a centerpiece of marketing campaigns and thought leadership.
They’ve since appeared in keynote presentations, industry conferences, and trade shows, helping both current and prospective clients understand not just what the platform does today, but where it’s going.
In the end, the work proved something simple but powerful:
When people can see themselves in the future, they’re much more likely to believe (and invest) in it.
"Lindsay didn’t just direct the work — she architected it.
She built the conceptual backbone, wrote hundreds of AI prompts that directly influenced our storytelling, and developed scenarios that informed real product‑roadmap discussions."
— Matt Bragstad, Chief Marketing Officer