2024
Duration
1.5 year: Dec 2023 - March 2025
Designing Digital Insurance Application
Role
Lead UX Designer
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Complex and outdated workflows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
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam laoreet pulvinar cursus. Curabitur ultrices arcu mauris, sed pulvinar leo tempus sit amet. Pellentesque et bibendum erat. Suspendisse sed egestas tortor. Sed pretium nulla elit, id bibendum ex pulvinar non. Vestibulum lobortis, mauris non fringilla feugiat, leo massa porttitor neque, vel aliquam mauris enim vel felis. Etiam pulvinar ultricies purus eget luctus.
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