Singlife was one of the early participants in the insurance industry to join the effort of consolidating financial information into one platform. We integrated SGFinDex into the Singlife App, introducing a new feature that brings together all insurance policies for our customers' easy access and management. This not only enhances convenience but also empowers our customers with a holistic view to make well-informed financial decisions.
Role
UX/UI Lead
Team
UX team of one
Work
UX, UI, Art & concept, Research
Outcomes
A redesigned user interface featuring a seamless pathway to access insurance coverage organized according to people's needs and typical behaviors has been shown to facilitate faster retrieval of essential information for our customers, leading to increased customer satisfaction, as verified through customer feedback.
My strategy
Discovery & planning
I started by looking at what our competitors were doing, reviewing existing research, and studying our own data - all to learn as much as possible about Singlife customers' behaviors and motivations around their finances.
Then, I created a master research plan. Working with our CX researchers, we executed this plan to understand what users' goals were for policy management and to evaluate how usable our new structure and design were.
Guiding principles & a vision
I then created design principles based on our research and values to guide our decisions. This resulted in a unified policy experience that clearly presents different insurance types, their benefits, and services. The same structure was later applied and expanded upon for other projects within the Singlife App.
The design principles
The following design principles influenced my creations for information architecture, user flow, art, visuals, and other elements that collectively compose the overall experience:
Efficient & direct navigation
Remove technical or jargon terms, and explain plainly. A clean and uncluttered visual design that's aesthetically pleasing while preserving content hierarchy structure that helps with scanning.
Beautiful & simple
Remove technical or jargon terms, and explain plainly. A clean and uncluttered visual design that's aesthetically pleasing while preserving content hierarchy structure that helps with scanning.
Contextual experiences
Consider the user's context consistently including their emotional state every step of the way and offer helpful actions and comfort, especially when exploring death coverage options and or claims.
What did people say about this new experience?
Like all product development, this was an iterative process. After our UX research, we were pleased to find largely positive feedback. However, valuable constructive criticism highlighted areas for improvement in our information architecture and terminology. Below are direct quotes that best summarize our key insights:
Great ones:
"I love that information displayed is clear and straight forward."
"I like how the categories are shown. Navigation is intuitive, policies information are easily accessible, making it easy for me to find what I need."
Not so great ones:
"I can’t find endowment plan. It took me awhile before I could find it under payouts. Now that I know it’s there, It makes sense. But it’s still not intuitive to me."
Here are the outcomes achieved
Easier acces to every detail
Our improved information structure makes it easier for users to find crucial policy information and access every detail, empowering them to make better informed financial decisions.
More than just an insurance app
We carefully designed every step and visual on this journey to make sure our customers could reach their goals as easily and enjoyably as possible. This new design has consistently led to higher customer satisfaction, which we've confirmed through their feedback.