Sun Life Insurance

Sunlife - Global Insurance Company

Research & Create an insurance point of sales system in Asia Markets

Duration

20 weeks @ Feb 2017

My role

Design Lead (Research & UX)

My Involvement

Design & research approach, project planning & logistics, workshop planning, design strategy, team lead, research, IA, design oversee.

Key Questions:

How do people make decision on what insurance to get.
How do people determine their insurance need.
What are the ways that insurance agents approach their clients.

Background

Sun Life is an insurance company to operate across the globe. Recently, most of its competitors are digitizing their sales process, to be more efficient, consistent and less paper-reliant. To stay competitive with other major players in the region. Sun Life needs to digitize its sales process as soon as possible.

The Ask

We were approached to research the landscape (local nuances & user needs) and come up with a regional digital point of sale concept (a regional concept with localizations) to help to make the insurance sales process more efficient & consistent across Hong Kong, Malaysia, Indonesia, Vietnam & Philippines.

Challenges

Plan and moderate stakeholder workshop with over 30+ SMEs
Aligning and training the team to moderate stakeholder workshop and user research to achieve a consistent expereince/outcome.
Plan, execute and oversee a 3 months research phrase across 5 Asia countries.
Understand & map out Sun Life’s advisor and manager needs, pain point and experience journey before, during and after sales process.
Analyse & coordinating all research insight & individual countries’ stakeholder need to come up with regional recommendations and next steps.
Develop a regional & local point of sale solution that provide consistent & efficient experience across all the countries with localization requirements.
Identification on sales pattern (across region) & localization strategies.

Outcome

50+

Interviews

20

Personas

5

Advisor sales journey maps

1

Regional sales journey map with localization requirement.

1

point of sales system

Project planning in progress

Approach / Plan

Design appraoch (1)

Design appraoch (2)

Approach

Based on the "Refined design thinking" process, a couple of modifications were made to scale up the research. Having the urgency to digitize point of sales system in mind, we were able to gather around 5 stakeholders from each country to participate a full-day kick-off workshop to gather business insights and align the team with vision, problem statement and success factors e.t.c.

Soon after the kick-off, Hong Kong was chosen as the pilot market for user research, and based on the Hong Kong learnings, conducted research in all other markets at the same time afterward. Analyzing the research results from all 5 markets, a set of common patterns were identified. These insights were used to form the backbone of the digital point of sales system, together with local features to suit each market.