Designing Digital Insurance Application

Role

Lead UX Designer

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Client

Sun Life Financial

How might we transfer the traditional insurance purchase process into a seamless, digital-first experience that is simple, transparent and trustworthy for users

The challenge

Purchasing insurance involved complex, manual processes that were often time-consuming and confusing. Our goal was to digitally transform the experience, making it easier, faster and more accessible. [create more sales]

Key problems:

Complex and outdated workflows
Manual and slow offline steps which they have to rely on their advisors to purchase

What I did as Lead Designer

Define Vision & Design Strategy: Collaborated with business stakeholders and product owners to set the design vision, strategy, and MVP scope.
Design Leadership: Led the end-to-end Human-centred design process, guide my team to explore innovative solutions, facilitating service design and strategy workshops with business stakeholders to define the end-to-end user journey, identifying opportunities for improvements and align on user behaviours.
Cross-Functional Collaboration: Worked closely with engineering teams to understand technology limitations and ensure feasible, aligned design solutions.
Mentor & Guide Team: Provided leadership and mentorship to the design team, ensuring high-quality deliverables and growth within the team.
Measure Impact: Led post-launch analysis, incorporating user feedback and tracking metrics to refine the design and assess success.

Impacts

The design journey

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01 Research & Discovery

We began by conducting stakeholders interviews, analyzing the current process, user feedback and reviewing analytic to identify key pain points in the existing manual process. Our findings revealed a lot of confusion during the manual steps of the purchasing process especially pricing and coverage options. Key findings:

Service Safari and Heuristic evaluations

Interview with advisors, Ops and UW team
Competitor analyz

User flow / Journey

Duration

1.5 year: Dec 2023 - March 2025

30%

Increase in sales

Client

Decrease drop-offs