Driving Insurance sales growth with Product Design
Under NDA — Limited Preview
This case study is part of work completed under a Non-Disclosure Agreement (NDA). Due to confidentiality, only general context and challenges are shared here.
If you’d like to learn more about the project or discuss the design approach in detail, feel free to reach out.
Context
- Year: 2020-2021
- Location: Hong Kong
- Company: Coherent.global
- Position: Senior UX-UI Designer
- Client: AIA
On my very first day at Coherent Hong Kong, I was faced with an exciting and challenging opportunity. The Head of Actuarial and a Managing Director from the Actuarial Team approached me with an urgent design task for a high level prospect, AIA, the largest insurance company in the region. Given that my manager, who had recruited me, was on compassionate leave in Europe for three weeks, I had to quickly step up and deliver results as part of my fast-tracked onboarding process.
The prospect: AIA Group
AIA Group Limited is a Hong Kong-based multinational insurance and finance corporation, and the largest publicly traded life insurance group in the Asia-Pacific region.
AIA operates across 18 markets in the Asia-Pacific region, including Mainland China, Hong Kong, Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar, New Zealand, Sri Lanka, Taiwan, the Philippines, South Korea, Vietnam, Brunei, Macau, and India.
Mission
- Allow AIA to extend their SME customer base.
- Empower AIA’s agents to better sell Employee’s Benefits to SMEs.
- Build a complete digital solution that will:
- help AIA agents to sell better to SMEs via a comprehensive iPad app
- allow SMEs’ employees to choose a Flex dollar option and to make insurance claims—from either a website or a mobile App
- allow SMEs’ HRs to better manage their employees benefits via a web portal
Challenges
Industry Knowledge
Being new to the insurance industry, I had to quickly familiarize myself with key concepts, processes, and terminology in order to deliver value promptly.
Stakeholder Engagement
From day one, I participated in prospect meetings with high-level stakeholders. I needed to project confidence and expertise, despite being new to both the company and the industry.
Rapid Delivery
As this was a proof of concept (POC), we aimed to provide value quickly. I participated in bi-weekly calls, where I needed to demonstrate design progress consistently.