Empowering users in their insurance purchase
Tokio Marine Holdings • Sep 2019 – Sep 2020
More competitors, declining digital sales, an 8-year-old site that couldn't keep up. Something had to change.
iMPACT
63%
higher engagement
19.5%
lower bounce rate
6
Markets
MY ROLE
Lead designer
End-to-end design, from discovery to UI execution. Introduced UX research and cross-market usability testing to shape IA and content strategy across 6 regional markets. Aligned stakeholders and clients from discovery through delivery, collaborating with SEO experts and a UX writer on navigation and content.
TEAM
Project managers, SEO & UX content experts, developers, designers.
PROBLEM
Customers lacked clarity and confidence when navigating insurance products.
Digital sales performance was steadily declining.
Loss of competitive edge against rivals.
A revamp was necessary to address user pain points and rejuvenate the brand.
aPPROACH
A customer‑needs‑driven process aimed at identifying and resolving pain points.
Empathize
Uncover pain points via research insights and analytics
Define
Extract opportunities to meet user needs and business objectives
Ideate
Solution for design problems and create basic wireframes for assessment
Prototype
Create hi-fidelity prototypes with proposed content structure and information architecture
Test
AUDIT
Audited site SEO, content, UX and analytics to uncover insights behind declining digital sales.
Confusing navigation
The primary navigation was confusing and hard to use, with small clickable areas that were difficult to access.
Unintuitive layout
Content was poorly structured and often duplicated, making it difficult for customers to find information, leading to user fatigue and disengagement.
Corporate jargon
Corporate terms like “Protect,” “Save,” and “Wealth” don’t align with customers’ mental models, making products hard to find and differentiate.
CONCEPTUALIZATION
Mapping key customer goals to business objectives
USABILITY TESTING
Remote user testing across participating SEA markets
Remote user testing was conducted with participants from the 6 Southeast Asian countries where the website was to be launched to validate customer mental models and collect feedback.
Fig: User testing documentation and analysis
The redesign was well-received, but highlighted important considerations:
Mismatched
expectations
“Help & Support” is perceived as customer service rather than a resource for locating affiliated clinics or workshops, challenging the assumption that a single entry point would improve access.
Product names are
unimportant
Customers often remember the type of policy they purchased but not the specific policy names, frequently requiring them to refer back to physical documents.
Reassurance Through
Accessibility
Customers feel reassured when they can quickly access information for urgent tasks, such as locating car workshops or filing claims.
SOLUTION
Redesigned insurance website with updated information architecture, structure, visuals, and content strategy.
Simplified navigation for discoverability
Updated navigation system offers users expanded interaction space with page links and convenient access to essential hotlines and entry points across the site.
Fig: Before (top) and after (bottom) navigation placed side by side for comparison
Personalised tools to make informed decisions
Product comparison tools allows users to better assess differences among products offered, alongside content tailoring tools like goal-setting calculators to better understand what might be suitable for them.
Fig: Customers can select products to compare their attributes
Fig: Education calculator to to find out more about what they need
Strategic content restructuring
Content is organised in a meaningful sequence, such as presenting vital policy details before delving into specifics.
Usage of easily understandable sections with user-centric headings help resonate with users.
Fig: Critical product information such as the plan term and age eligibility are brought upfront on first fold of product page
Fig: Short, user-focused headings are used to help customers resonate with the content and make informed decisions
Quick access to desired information
Fig: Before (left) and after (right) landing page placed side by side for comparison
Transparency in claim process
Fig: Motor Claims Process page outlining next steps, required documents and information, timelines, and potential outcomes
iMPACT
63% higher engagement, 19.5% lower bounce rate
Users who previously landed and left were now staying and exploring. The IA overhaul and content restructure gave people a clearer path through a product category that most find genuinely confusing and the numbers reflected that.
Rolled out across 6 Southeast Asian markets in October 2021.
REFLECTIONS
Align early and align often
Working on the redesigns for this regional project posed challenges due to diverse marketing strategies and country-specific needs among stakeholders. The key is to align everyone to user needs and pain points and have regular check-ins.
Introducing a scalable template for different countries also facilitated efficient discussions, aiding the prioritisation of what could be content managed and what was to be held consistent.