Policy Management System
A complete overhaul of Singlife’s advisory portal reflective of Singlife advisers’ commitment to seamless services for their valued customers.
Summary
This case study is for a financial services platform for Financial Advisers to manage policies for their customers and retrieve other insurance & investment related information.
Tools
Figma, Jira
Team Structure
UX Designers, Product Owners, UX Writers, Delivery Lead, Frontend + Backend Developers, QA Testers
Tools
Figma, Jira
The Challenge/
Problem
Business
The existing platform was not only outdated in design but also offered extremely limited functions and features, utilizing backward technology. For the business, this resulted in lost opportunities and significantly high annual costs for our call center due to advisers calling in to inquire about basic information.
Financial Advisers (Our Users)
Financial advisers' daily important needs are mostly unmet due to the platform’s limitations. For example, the inability to find essential information via the platform meant that they could not respond timely or quickly to their clients, diminishing service quality
Technical and design problems on the platform also hinder advisers' productivity. Haphazard Informational Architecture, confusing navigation, and platform instability made completing tasks feel like a gamble.
Solutioning / UX Design Process
Defined Goals
Business
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.
Product Design
Product features must first and foremost address ALL Financial Adviser problems, goals and needs.
Create 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.
Users
Hustler Eugene Lim
New Financial Consultant 28, M
PROFILE
New recruit focused on sales, eager to learn fast, and make money quickly, with little need for policy servicing yet.
GOALS
→ To discover what policies clients have so can follow up and sell more
→ Track new applications status so he can quickly follow up with whatever that’s pending and incept policies
Wondering Daisy Tan
Financial Consultant Manager 35, F
PROFILE
High performer juggling between managing a team and advisory work. Relies on her PA to help with data entry and making sure critical tasks get tend to, so she can focus on what really matters. Dipsy has her own system and ways of working that has helped her to become successful, but is open to new innovations and methods
GOALS
→ Check clients’ policy information (triggered by their enquiries)
→ Make sure statuses for New Business applications, claims and existing policies are moving
→ Exporting information about clients for policy summaries for reviews
→ Identify opportunity gaps from large existing clientele base
Fussy Wendy Koh
Master Financial Consultant / Director 48, F
PROFILE
With many, many years of experience on her belt, Wendy has established her success from a proven system that’s structured and organised. She’s comfortable and used to her way, resistant to change, hesitant to explore, wary to new ways and quick to disregard unorthodox methods
GOALS
→ Track production to hit incentive goals
→ Identify opportunity gaps from large existing clientele base
→ Deliver more value and personalised servicing to existing clientele
→ Knowledge sharing / Coaching other advisers
Customer Journey Mapping
We then did a customer journey mapping of one of our persona’s typical workflow to try to understand the role that the revamped portal will play.
Design Principles
With our findings, we created some Design Principles to set the baseline standard and goals across our designs as a whole.
About Content
Rich Visuals
Context:
Advisers frequently aim to convey a narrative through data and presentations to their clients. They prioritize efficiency, recognizing the importance of rapid communication in their field. This highlights their emphasis on delivering information quickly and concisely to clients.
Design:
Creating clear and intuitive designs. Visually rich interface will allow advisers to scan and locate information. A clear visual hierarchy with contrasting colors, typography and layout to highlight key data points and guide their attention.
The incorporation of contextual clues like tooltips, hints could help advisers with clarity by ensuring they know where they are and how to navigate effectively to other areas.
About Processes
Direct & Straightforward
Context:
Advisers are extremely goal oriented with little to no motivation to explore or discover. This means that they log in to applications with clear goals in mind and are laser focused to accomplishing one at a time.
They value efficiency.
Design:
Apply the concept of progressive disclosure with this in mind - prioritize lesser over steps even though that means more content per page
Shortcuts and personalised pathways to commonly used functions will help them quickly achieve their goals
About Layout
Information Density
Context:
Advisers are analytical, meticulous, and sharp with numbers. dvisers to see multiple details at a glance.
They have a preference for having a holistic overview of client portfolios, investments, and other essential data, and can still effortlessly get what they need.
Design:
Ensure that information is organized, structured and grouped logically
Terminologies and labels should be direct and consistent all throughout the platform.
Proof of Concept and Usability Test
With our hypothesis and what we found out from the user interviews, we design a prototype of the portal for the advisers to be able to interact with and to derive some qualitative findings. The prototype was met with largely positive reviews.
SUS Score
69
What the users thought could be improved
Advisers expressed a preference for a more condensed layout of content on the screens. They found that having the content closer together would enhance their ability to scan information efficiently.
Better use of terminologies that could make sense to them (as jargon differs slightly across distribution channels)
Dashboard to be less complex
What the users liked
The users liked the ease of use of the new platform
They liked having a full-view dashboard that quickly gets them up to speed about their cases
Newly introduced Client Birthday’s/Financial Review calendar was found to be potentially helpful
Newly introduced analytics and production figures would help them greatly in strategising their sales
Clear segregation of high volume of information has made it easier to scan
Preview
Please reach out to me separately for a walkthrough of these journeys due to sensitive data.
Learnings
There were a few significant learning points from leading this project. This case study offered me a complete view of the UX process:
Via understanding users deeply through direct engagement.
Executing designs based on qualitative feedback.
Iterating from a proof of concept for refinement.
Through this learning process, it helped me to understand the significance of user-centric design and also glimpse the effectiveness of incorporating real users and their behaviors into the design process. It also helped me to upskill and elevate my UI skills.