FWD Term Life Insurance
Re-Design
Simplifying life insurance to drive sales and reduce drop-off
↓ 57%
Pages reduced
↓ 36%
Completion time
100%
Task success rate
7/7
SEQ rating
ROLE
UX Manager (In-house)
TIMELINE
2017 – 2018
TOOLS
Sketch · Axure RP · InVision
TEAM
1 Designer · 1 PM · 1 Analytics · 3 Devs
OVERVIEW
A drop in sales revealed a UX problem
As in-house UX Manager at FWD Insurance Singapore, I led the redesign of the Term Life insurance purchase flow after post-launch data revealed a significant drop in sales and incomplete applications.
The original flow was 14 pages, 14 minutes, and 58 clicks — far too complex for a self-serve digital product. The goal: simplify the journey, guide users through every step, and make buying term life insurance feel as straightforward as it should be.
WHAT CUSTOMERS WERE SAYING
The original experience frustrated users before they could finish
"
Every few questions I had to refresh the page, it was just too time consuming. I'm sure I didn't even complete one quarter of it.
"
When you talk to an agent, it is more tailored to your needs.
"
There was a gap between the knowledge I learnt from the internet versus the knowledge I learnt from the agent.
SYNTHESISED USER NEEDS
I need to be able to get advice and clarification when necessary
I need Term-Life insurance information and processes to be straightforward, simple and easy to understand
I need to know that I am making the right choice
MY PROCESS
Research-led, co-created, tested to 100%
01
Discovery & Qualitative Research
Conducted user interviews with 9 FWD customers and usability testing with 6 individual users. Synthesised findings through competitor analysis and affinity mapping to uncover why users were dropping off mid-purchase.
02
Define — Personas & Pain Points
Built two personas from research: the independent digital buyer and the cautious first-timer. Ran stakeholder feature prioritisation workshops to align scope with business and product goals.
03
Customer Co-creation
Facilitated co-creation sessions with both customers and FWD stakeholders to validate solution directions — coverage calculator, progress bar, simplified yes/no underwriting, and a shorter step count.
04
Ideation → Prototype → Test
Progressed from hand-drawn sketches through mid-fidelity wireframes (Axure RP) to a high-fidelity prototype. Round 1 usability testing with 6 participants: 100% task success, SEQ 7/7.
METRICS
Before vs After
Pages
Before
14
After
6
Time
Before
14 mins
After
9 mins
Clicks
Before
58
After
48
DESIGN SCREENS
From 14 pages to 6 — a cleaner, guided experience
USABILITY TESTING — ROUND 1 RESULTS
100% success. SEQ 7/7. Faster, every time.
Six participants completed all tasks successfully. Every participant finished faster than on the original design. The average Single Ease Question (SEQ) rating was 7 out of 7 — the maximum possible score.
"
The underwriting process feels very fast, easy with the yes/no options.
"
I think the calculator is a very good feature, allows me to make a sound decision on my own, relieves the pressure of an agent.
"
The process is quite straightforward and clear to me, very easy to understand.
"
The progress bar feature is very nice, I like it very much, it helps me gauge how long the process will take.
RESULTS
A redesign that delivered on every metric
↓ 57%
Pages reduced 14 → 6
↓ 36%
Completion time 14 → 9 mins
100%
Task success rate in usability testing
7 / 7
Average SEQ rating (max possible)
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