FWD Asia
Designing a new kind of insurance experience — one that works
FWD, a Hong-Kong-based fintech challenger, planned to be Asia's first fully-online, direct to consumer insurance platform — to shake up an industry waiting for it.
Our task: Create a customer experience that lived up to their promise
Our CX goal: Get an insurance quote in under 60 seconds
Starting with words. 3 words, to be precise.
Across mountains of market research, through many storms of brains and seas of crumpled post-its, we arrived on 3 words that would become our guiding lights.
From product flows to UI, from ad headlines to policy documents, right down to the service design — they became our voice and experience principles.
Simple: Make complex products easy to scan, understand and act upon.
Reliable: Inspire trust in the new brand and confidence to use the new experience.
Direct: Start with the point. Avoid jargon, passive voice, buried benefits and 10-dollar words.
From chaos to clarity
As the creative and content lead, I worked with FWD to understand insurance products and processes. Then, I led UX designers, art directors, technologists and writers to reimagine them.
We defined creative direction guidelines to keep things coherent across 12 products and 15 markets.
We created the new brand voice — one that worked for customers from Hong Kong to Cambodia, across all levels of financial and digital skills.
Through the design process, from wireframing to user testing, we involved the clients at every level.
(No, really — we took over their office for six months, projecting live Figma files and user testing comments on their walls.)
We unpacked financial regulations, data privacy laws and underwriting processes. And we challenged them to simplify it all.
And then simplify it some more.
Until a new user could zip through the prototypes in 60 seconds.
KPIs? Sorted in 4 weeks.
Within a month of launching in Singapore, FWD hit their sales targets. For the whole year.
We had a quote-to-conversion rate of 23%. 1 in 4 people who tried it, bought it — 8 times the industry average.
And our CX goal of delivering in 60 seconds? With our constant optimisation, one repeat customer achieved it in 24 seconds.
The platform was launched across APAC in phases, starting with Indonesia, Malaysia, Thailand and the Philippines. I oversaw the localisation of the experience, collaborating with local agency and client teams to guide their CX adaptations, translations and go-to-market strategies.
Awards & credits
CX Asia Awards 2017 | Winner, Best Customer Experience (Insurance)
CX Asia Awards 2017 | Highly Commended, Best Customer Experience (Website)
DAN Global Innovation Awards 2018 | Gold, Harnessing the power of technology
Agency: Dentsu Isobar Singapore
Executive Creative Director: Stan Lim
Associate Creative Director: Abhishek Prasad
UX & Visual Design: Anushka Yadav, Brenda Li, JM Tan