Redesigned How Singlife Financial Advisers
Manage Policies
This is an in-depth case study on how I led another UX Designer also whom I'm managing, and collaboratively, we assumed the roles of Researcher and Designer, undertaking a comprehensive revamp of Singlife Online or SOL, a legacy platform for Advisers to manage policies.
My Role:
Lead Designer
Deliverables:
UX Design, UI Design, Art & Concept, UX Research, Information Architecture, Design Artefacts
Outcomes:
Reduced UI interaction costs by at least 30%, resulting in faster and easier completion of Advisers' goals.
Drastically cut down calls to support centers, saving costs for the business.
Digitized numerous manual policy management tasks, enabling quick and automated processing with instant results.
Enhanced usability and satisfaction for Advisers, as evident from SUS scores, surveys, and feedback.
SOL or Singlife Online is a platform for Singlife Financial Advisers to manage all their Singlife client's policies. On this platform, they can retrieve clients personal information, generate policies documents like benefit illustrations, get most updated surrender values and investment funds, make changes to their client policies like updating of personal information, payment methods and more.
SOL has a monthly active user base of approximately 4000 individuals, comprising both Independent and Singlife Financial Advisers.
🖤
Adviser Needs Unmet
Our advisers face significant frustrations and restrictions while trying to find essential information or carry out time-sensitive actions related to client policies. These challenges stem from platform limitations and difficulties, occasionally resulting in goals and needs unmet.
👎🏻
Prohibiting Productivity
The platform's information and visual structure are severely lacking, with crucial content buried deep within and disorganized placement. Even straightforward tasks demand needlessly intricate interactions to be accomplished.
The platform is also riddled with bugs which are highly consequential. This has affected our Advisers productivity to the point where more times than we care to admit, the platform fails when they are physically with a client.
💵
Higher Business Expenses
The lack of information being available on the platform resulted in Advisers needing to call our customer support centre to retrieve information, thus incurring a significant amount of cost yearly.
Product Design Goals
Business Goals
The business wants a redesign of the platform with improved UX and product offerings. Some of the key KPIs:
Address the problems, needs and objectives of Financial Advisers.
Reduce the need to call customer support centre thereby reducing costs.
Improve workflow and processes by digitizing and through automation.
Design Goals
We strive to enhance the overall experience by tackling 4 key areas: Features, Design, Flow, Content.
Product Features must first and foremost address ALL Financial Adviser goals and needs, so they can accomplish all their daily tasks and responsibilities within this platform.
Design a modern and aesthetically pleasing interface while adhering to our design system and language.
Seamless Flow with simplified, automated processes, quick access to vital information, and context-based helpful prompts.
Content like information or visuals organized with structured layouts and hierarchies, providing a consistent rhythm, predictability, and ease of scanning.
Who says financial platforms have to be boring? Financial Advisers are people too and the tools they use could honestly do with much more love. Our mission is to build an exceptional and visually appealing platform that's also delightful to use.
My
Design
Strategy
Heuristics & Competitors Analysis
Understanding where we're at first is key. To begin, I delved deeply into the assessment of our existing platform and also examined some of our competitors, with a specific focus on usability, key features, design, and other relevant aspects.
Design & Concept Development
Simultaneously, during the initial discovery phase, I swiftly devised and formulated a concept. This concept was rooted in the issues reported and prior research findings, as well as any additional insights gleaned from our exploration of Financial Advisers' needs and preferences.
User Research
I then created and executed a research plan, using the following methods to accomplish my objectives:
(i) User Interviews to unearth insights into the pain points, procedures, mental frameworks, goals and motivations of Financial Advisers.
(ii) Usability Testing to assess the effectiveness and pertinence of our design and concept.
Design Artefacts
We collected a lot of data from 14 Financial Advisers, which we then synthesised through Affinity Mapping. I then developed personas and customer journey maps which contributed significantly to management discussions and features prioritisation.
Design & Iterate
Equipped with design artefacts and a wealth of feedback, both positive and negative, I iterated on the design to ensure that our Minimum Viable Product (MVP) could address all their concerns.
Because of
this new design
we achieved the
following
⭐ Overall Interaction Cost on Platform Reduced By At Least 30%. Comparing with legacy platform, the number of fields, pages and interactions have significantly reduced and streamlined. Advisers can now complete their goals and tasks much faster with less interactions.
⭐ No Need To Call Support Centers Anymore, Saving Significant Costs. Independent and Singlife Financial Advisers can now access and retain all information about Singlife customers, removing the need to call customer service support thus reducing cost.
⭐ Digitised Policy Management Services With Instant Results. This means that Advisers no longer need to email in to initiate policy management services, resulting in a singificantly faster processing time and even faster turn around for Advisers.
⭐ Enhanced Usability And Satisfaction for Advisers. Significantly increased satisfaction levels based on UX metrics - Direct feedback, surveys and SUS.