Singlife

Case Study: Enhancing User Experience for Selling Life Insurance at Singlife Philippines

Objective:
To understand customer behaviors, preferences, and pain points in purchasing life insurance, and to design a user-centric digital platform that simplifies the buying process and increases conversions.

Goal:
To improve user engagement and streamline the purchasing journey.
To identify customer motivations and barriers in buying life insurance.
Understand user perceptions of insurance products.
Determine the usability issues in the existing sales process.
Gather insights to inform UI/UX design improvements.

User Interviews:

Conducted with 5-10 participants (ages 25-55).
Focused on their understanding of insurance, concerns, and decision-making factors.

Surveys:

Distributed to a broader audience (200+ respondents).
Assessed awareness, trust levels, and preferred communication channels.

Usability Testing:

Observed users navigating the current Singlife Philippines platform.
Identified pain points and confusing elements.

Key Findings:
Knowledge Gap: Many users find insurance terminology confusing.
Trust Issues: Customers prefer transparent, straightforward information.
Decision Fatigue: Overwhelmed by too many options and complex forms.
Mobile Experience: Majority access via smartphones; need for a mobile-optimized interface.
Emotional Connection: Users respond better to relatable stories and clear benefits.

Design Implications:
Simplify language; use visuals and infographics.
Incorporate trust signals—testimonials, transparent policies.
Streamline the application process with fewer steps.
Use guided flows and chatbots for real-time assistance.
Prioritize mobile-first design to enhance usability.

Proposed UX Improvements
Interactive Onboarding: Explains insurance concepts in simple language.
Personalized Recommendations: Based on user inputs and life stages.
Progress Indicators: Show steps to complete the application.

Results & Next Steps:
Conducted A/B testing of the new interface.
Plan to iterate based on ongoing user feedback.

Conclusion
By applying UI/UX research methods, Singlife Philippines can better address customer needs, demystify life insurance, and facilitate easier, more trustful purchasing experiences. Continuous user testing and feedback loops are essential for sustained growth.