AIA
Online Life Insurance Application
Project
Online life insurance application
Situation
AIA is a tier one insurance company, the second largest in the world. They needed to improve the efficiency in customer acquisition for life insurance products. At the time, quotation was legally required to do via face to face interview or phone call.
They needed a method to speed up the process within the current regulations.
UX team proposed a digital channel to allow potential new customers to submit a detailed enquiry for estimated quotation without the need to call. This new digital process would be used on a shared platform and re-branded by all other tier two companies AIA interact with.
Once the estimated quote was sent, a phone call or face to face interview would proceed in order to acquire the insurance policy
Achievements
AIA successfully implemented digital quotation for life insurance across all its providers, reducing considerably call centre time and helping potential customers to get an estimation without time consuming phone calls restricted to working hours
Design process
Objectives: understand quotation process
Activities:
- Definition of relevant metrics
- Call centre immersion: live call listening with professional advisers. Calls filtered to project requirements
- Creation of personas map elaborated from existing research from Global Reviews and Access HQ market research agencies
- Mapping of quotation process flow
Objectives: understand end to end process from users and business
Activities:
- Map end to end flow for both, users and business
- Highlight pain points
- Align process with existing research material provided by the business
- Identification of users motivations and expectations, blockers and potential improvements
- Gap analysis
Objectives: production of quick mock ups to resolve user flow
Activities:
- Creative workshops with stakeholders to propose flow improvements
- Producing of design concepts to respond to users expectations
- Proposals to solve redundancies on couples applications
Objectives: gather feedback on design flow from all stakeholders in the business
Activities:
- Produce all screens in B&W printed wireframes
- Interactive low fidelity prototype for digital distribution inside the business
- Gather of functional and legal feedback
Objectives: testing functionality before producing high quality branded visual design
Activities:
- Testing plan and questionnaires
- High quality interactive prototype on Axure with dynamic functionalities
- Interview results analysis
- Implementation of findings into solution
Objectives: provide final designs and documentation
Activities:
- Production a high definition branded designs ready for development
- Extensive User Interface documentation
- Production of a modular design library
Proposed solution
A modular approach.
Clean and simple insurance online application.
We incorporated to the design everything we learnt from users and comply to all legal and technical requirements.
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AIA Insurance
Sebastian Boruges
Sebastian Bourges
Sebastian Bourges
Sebastian Bourges