China Life Insurance
Overview
The digital transformation for China Life Insurance, one of the biggest insurance company in Taiwan. It was also the first time for them to implement a system with user-centered approach.
Challenge
The biggest challenge for this project is to build a complex design system that is consistent for web and mobile.
Solution
In this project, I worked closely with UX researchers, designers and developers to redesign the web and mobile experience.
Role
I worked with designers, researchers and developers on building the experience from web to mobile. Together with 2 other designers, we're responsible for building and defining the design system that is used across the different platforms.
Duration
3.5 months
Skills
Prototyping, Testing, UI Design, Design system
Project background
China Life Insurance is a traditional insurance company that relies heavily on agents to market and maintain customer relationships. Although agents are important to build and maintain customer trust, they often need to take care of many customers at once, so responding to any inquiry can take a long time and therefore affected the user experience.
The current China Life website is outdated and is not accessible on mobile devices. The display of information is overwhelming and hard to read.
Process
When I joined Frog, the research phase was already completed, the next phase was to focus on insights and how to implement it in our design.
Through user interviews, UX researchers summarized that there’s 4 main types of users. Users have completely different behavioral pattern in their insurance journey. Some users are more independent in purchasing and managing insurance, while others wish to get more expert guidance in the process. Our design strategy was to target the self-guided users first because we felt they would benefit the most from the digital transformation.
From the user interview, we learned that the journey can be grouped as 3 main phases where users will need the most assistance:
1. When users are comparing the type of insurance to purchase
2. When users try to manage their insurance
3. When users try to make a claim for their insurance.
Here are some of the common pain points our users experienced throughout the 3 phases:
We highlighted some main insights that inspired us on the direction of the design
Building a design system
One of the biggest challenges in building the design system was the fact that we’re on a really tight schedule. Most of the time we would be implementing the component in detail and optimizing the expandability of the component at the same time. The design team discussed on a daily basis to make sure the design is consistent on all pages, and we update fast when we encounter new issues.
For the colors we chose a softer light tone to enhance the readability. All colors were tested through text-background contrast accessibility.
