A financial & insurance portfolio experience

Project overview

One view of every policy

Singlife was an early insurance-industry participant in the effort to consolidate financial information through SGFinDex. We integrated it into the Singlife App, creating a feature that brings together all insurance policies for easier access and management.

The experience gives customers a more holistic view of their finances, helping them make better-informed decisions.

My strategy

Discovery and planning before design

I studied competitor experiences, existing research, and Singlife’s own data to better understand customers’ behaviours and motivations around their finances.

From there, I worked with our CX researchers to create and carry out a user research plan, then synthesised the findings through affinity mapping to understand customers’ policy-management goals and evaluate the usability of the new structure and design.

Guiding principles

A unified policy experience

Research and brand values informed a set of design principles that shaped a clearer policy experience — one that explains insurance types, benefits, and services in a consistent way. The same structure was later expanded across other Singlife App projects.

Make complex coverage easier to understand.

Efficient and direct navigation. Remove technical terms and explain plainly, using a clean visual hierarchy that supports scanning.

Beautiful and simple. Keep the experience uncluttered and aesthetically considered without compromising essential information.

Contextual experiences. Consider people’s emotional state throughout the journey and offer helpful actions and reassurance, particularly around death coverage and claims.

Research & outcomes

Customer feedback and a clearer policy experience

Research feedback showed that customers found the information clear and straightforward, and that categories and navigation made policies easier to access. It also surfaced opportunities to improve information architecture and terminology—especially around where to find specific plan types.

The new information structure made crucial policy information easier to find, supporting better-informed financial decisions. The redesigned experience also helped position the app as more than an insurance tool: a clearer, more enjoyable way for customers to move toward their goals.