Website Experience Redesign for a Global Insurance Company

Project Overview
Collaborated with a global insurance company to redesign their online life insurance platform, aiming to make complex products easier to understand and more trustworthy.

Problem
Users struggled with confusing terminology, inconsistent navigation, and limited access to support, all of which reduced confidence in purchasing online.

Research
Conducted competitor analysis, user interviews, surveys, and usability testing to uncover key pain points.
Developed four personas representing diverse users, from first-time buyers to experienced policyholders.

Solution
1. Simplified Navigation: Reduced time to reach product pages from 2+ minutes to under 1 minute.
2. Interactive Cover Tool: Explained products in plain, human language.
3. Product Comparison: Enabled easy side-by-side evaluation of multiple plans.
4. AI Chatbot: Provided instant guidance and support.

Impact
Navigation time decreased by over 50%, and the client described the redesign as “user-focused, clear, and practical to implement.”

Reflection
I learnt that effective design means removing uncertainty, building transparency, and giving users the confidence to make the right decision.