2020, FWD Life Insurance
A user-centric focused, interactive sales tool for FWD Life Insurance.
Overview
A 15-year bancassurance partnership deal has been signed between FWD Thailand Life Insurance and Siam Commercial Bank. One of the main projects is to have digitised, revolutionised sales tool built, and will be the first of many partnership projects that'll help drive sales and the expansion to various distribution channels, both online and offline.
Taken from its predecessor iPlan, the challenge presented was "How should we re-imagine the purchase journey holistically to achieve top-quintile CX and best-in-class cost efficiency aspirations by 2024?"
To ensure a successful implementation in our defined MVP1 and scoped work within the next 9 months, the approach taken has to satisfy the following brief:
1. To provide leverage and flexibility to 9000 sellers, both in-branch sellers and relationship managers
2. To increase conversion rate and cross-sell/up-sell opportunities from ILP to protection products
3. To improve customer experience and conversion rate by designing a data-driven customer journey that will support personalized recommendations for the best channel, content and action for prospects and customers
A 15-year bancassurance partnership deal has been signed between FWD Thailand Life Insurance and Siam Commercial Bank. One of the main projects is to have digitised, revolutionised sales tool built, and will be the first of many partnership projects that'll help drive sales and the expansion to various distribution channels, both online and offline.
Taken from its predecessor iPlan, the challenge presented was "How should we re-imagine the purchase journey holistically to achieve top-quintile CX and best-in-class cost efficiency aspirations by 2024?"
To ensure a successful implementation in our defined MVP1 and scoped work within the next 9 months, the approach taken has to satisfy the following brief:
1. To provide leverage and flexibility to 9000 sellers, both in-branch sellers and relationship managers
2. To increase conversion rate and cross-sell/up-sell opportunities from ILP to protection products
3. To improve customer experience and conversion rate by designing a data-driven customer journey that will support personalized recommendations for the best channel, content and action for prospects and customers
A 15-year bancassurance partnership deal has been signed between FWD Thailand Life Insurance and Siam Commercial Bank. One of the main projects is to have digitised, revolutionised sales tool built, and will be the first of many partnership projects that'll help drive sales and the expansion to various distribution channels, both online and offline.
Taken from its predecessor iPlan, the challenge presented was "How should we re-imagine the purchase journey holistically to achieve top-quintile CX and best-in-class cost efficiency aspirations by 2024?"
To ensure a successful implementation in our defined MVP1 and scoped work within the next 9 months, the approach taken has to satisfy the following brief:
1. To provide leverage and flexibility to 9000 sellers, both in-branch sellers and relationship managers
2. To increase conversion rate and cross-sell/up-sell opportunities from ILP to protection products
3. To improve customer experience and conversion rate by designing a data-driven customer journey that will support personalized recommendations for the best channel, content and action for prospects and customers
A 15-year bancassurance partnership deal has been signed between FWD Thailand Life Insurance and Siam Commercial Bank. One of the main projects is to have digitised, revolutionised sales tool built, and will be the first of many partnership projects that'll help drive sales and the expansion to various distribution channels, both online and offline.
Taken from its predecessor iPlan, the challenge presented was "How should we re-imagine the purchase journey holistically to achieve top-quintile CX and best-in-class cost efficiency aspirations by 2024?"
To ensure a successful implementation in our defined MVP1 and scoped work within the next 9 months, the approach taken has to satisfy the following brief:
1. To provide leverage and flexibility to 9000 sellers, both in-branch sellers and relationship managers
2. To increase conversion rate and cross-sell/up-sell opportunities from ILP to protection products
3. To improve customer experience and conversion rate by designing a data-driven customer journey that will support personalized recommendations for the best channel, content and action for prospects and customers
The early phase of the project was spent on discovery work, allowing us to understand the current environment and state of selling experience with the bank sellers.
The design team has been tasked to take these findings, problems and opportunities to inform both products and business in product mapping and prioritisation decisions.
Our creative exploration was conducted in 3 phases, each in a two-week sprint. Each sprint ceremony involves the planning, stand-up and a demonstration, where stakeholders from various workstreams can participate and feedback on the developed stories. By doing so helps align people together, either via feedback or through participatory activities.
To help guide the work, we refer to existing design systems, that'll help the designers to filter, compare, denote and eliminate elements that result in usability issues. The final outcome needed to be simple, easy and is accessible to sellers of all ages.
The team took a few days to carefully groom every screen on every platform and document everything we came across. We print the designs, put them on the wall and annotate on what works and what does not work. New components will then be added to the design depository after each successful review.
Structural skeletons created to accommodate various product specification and configuration requirements.
150 screens created along with a set of guided, consistently laid-out design components.
Weighing users' problem and unmet needs into our design considerations helps validate our assumption.
The feedback received for every key design sprint and agile sprint retrospective session has been overwhelming. To allow us to prioritise the next steps, we look at how each feedback and change requests would impact our users' sales pitch and discussion, and how that drives better engagement and value in the next iteration.
On top of that, we also conduct 120+ hours of remote and on-site usability testing, 10+ rapid prototype test sessions and 2 major service roleplay activities with selected sellers and relationship managers across the country.
