A Financial & Insurance Portfolio Experience With SGFinDex on Singlife APP
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.
My Role:
Lead Designer
Deliverables:
UX Design, UI Design, Art & Concept, UX Research, Information Architecture
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
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Discovery & Planning
Competitors analysis, secondary research and our own repository to learn as much as I can about Singlife customers, behaviors and motivations around their financials.
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Design Principles, Information Architecture, Art & Concept
I designed the information architecture, UI and art direction for the unified policy experience, effectively presenting various insurance types, their benefits, and services. This structure and framework have also been applied and expanded upon in later redesign projects within the Singlife App.
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Concept Validation & Feedback
I then created a research plan, which was carried out by our CX researchers to understand users' motivations and goals regarding policy management and evaluate the usability of this new structure and design.
The Design Principles Underlying All The New
The following design principles influenced my creations for information architecture, user flow, art, visuals, and other elements that collectively compose the overall experience:
✨ Simple & Direct Navigation - Navigation to access financial information should be simple, straightforward and easy to understand. Prioritize clarity over replication of raw data.
✨ Beautiful Design, Clear Comms, Efficient Scanning - 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 & Emotional Design - 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?
The majority of feedback received was positive, however, there were a few constructive criticisms that pointed out areas of improvement in the information architecture and terminology used. Nonetheless, here are some of the comments received:
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. "
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Because of
this New Design
We achieved the
following
⭐ Easier Access to Vital Details - Thanks to a straightforward yet efficient information structure, our customers can now effortlessly and promptly locate crucial information about their insurance policies.
⭐ A Delightful Seamless Experience - The journey and visual elements were meticulously crafted to ensure our customers achieve their objectives in the most enjoyable manner conceivable. This fresh design has consistently yielded elevated levels of customer contentment, validated by customer feedback.