Digital Insurance Application
Role: Lead design | Client: Sun Life Financial | Duration: Feb 2023 - March 2025
How might we transfer the traditional insurance purchase process into a seamless, digital-first experience that is simple, transparent and trustworthy for users
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] Our goal was to create a seamless and intuitive digital insurance purchase experience.
Role & Responsibilities
Collaborated with stakeholders and product owners to set the design vision, strategy and MVP scope.
Lead the end-to-end Human-centred design approach
Mentor & guide team
Key achievements
40% ↓ Decrease in drop-offs
2.8 % increase conversion rate
Increase in sales
The design journey
We used a human-centered design (HCD) approach, began by understanding the current-state experience, user needs and pain points through research and analytics. We co-created solutions with our cross-functional team and We continuously tested and refined designs with real users. The design Principle we follow was seamless flow, clarity, control, and trust at each step of the journey.
01 Research & Discovery
We began by gathering intensive information insights from stakeholders, analyzing user feedback, and reviewing analytics to pinpoint pain points in the existing manual process. Some of the key findings:
The process was fragmented, users could get a quote, but had to contact an advisor to complete the application, leading to drop-offs and frustration.
Manual steps especially around pricing and coverage details caused confusion, preventing users from completing their applications
Competitor analyze
We conducted Competitive research to identify key design trends that influenced the user experience and gather valuable insights for building our solutions. It helped us define a value proposition focused on creating a seamless and transparent insurance experience.
Value proposition
As Lead Designer, I guided the team in uncovering insights through primary research, competitor analysis, and a co-design workshop. From these, we defined a clear value proposition that addressed key user pain points while unlocking business impact. The new digital insurance application flow transforms a traditionally complex process into a seamless, transparent, and intuitive journey from application to purchase and receiving the plan. Users can confidently complete applications on their own, while still having the option to connect with advisors as needed.
02 Define: new experience & concepts
With research insights, we defined a new user journey and established a core value proposition to guide the solution. Our goal was a streamlined, transparent, and intuitive process that provided real-time feedback, clear next steps, and full user autonomy.
We identified key capabilities like Save and Resume, progress indicators, and transparent pricing to reduce friction and enhance the experience.
03 Design
I worked with my UX team to create low-fidelity wireframes for initial exploration. We focused on simplifying each step, ensuring users could easily move through the process without unnecessary complexity. We worked closely with POs, business analysts, and stakeholders to ensure the design matched both user needs and business goals. I provided direction and ensure the design is aligned with user’s mental model and bring value yo business and also ensure consistency. I defined the design vision and my team executed UI with my direction and guidance
How we worked as a UX team in the Agile environment
Weekly UX calls with POs to discuss design iterations and ensure continuous alignment with business goals.
Bi-weekly technical syncs with engineering to discuss feasibility and integration.
Internal jam sessions to co-design, improve collaboration and generate creative solutions within the team.
03 Design & Iterate
worked with my UX team to create low-fidelity wireframes for initial exploration. We focused on simplifying each step, ensuring users could easily move through the process without unnecessary complexity. We worked closely with POs, business analysts, and stakeholders to ensure the design matched both user needs and business goals.
Key features
Before and after
Build & measure
Once we validated the flow, we moved to high-fidelity design and collaborated with the engineering team to ensure a smooth implementation of the solution. This phase included:
Finalizing the design system for consistency.
Working closely with engineering to ensure a seamless, bug-free experience for users.
What’s next
OncePlaceholder
Final Thought
Working with my two UX designers and one UX writer, we developed a holistic, seamless experience that allowed users to complete their insurance applications independently. This project showcased my ability to lead, mentor, and ensure design decisions were aligned with business growth while delivering a top-notch user experience.