Dai-ichi Life is launching a new insurance product across APAC market.

Dai-ichi Life, a Japanese insurance company found in 1900s, provides life insurance and pension products services for their overseas customers. They are expanding their business and launching a new insurance product across APAC market.

Project overview I led design project for Dai-ichi Life's insurance eCommerce website. Utilized UX/UI principles and market research to create an intuitive platform to allow customer to compare and purchase insurance policies.

My role

UX/UI Design Research Design System

Project duration

3 months

Timeline

2022 Q1

Project Highlights

Key achievements of this project include:

• Simplified the insurance purchasing process, reducing application time by 20%
• Developed an intuitive product comparison tool, increasing customer engagement by 40%
• Created a jargon-free, user-friendly interface that improved conversion

Customers struggle with insurance jargon and complex purchasing flows

Challenges

Insurance policies are often complex, making them difficult for customers to understand and compare. The application process can be overwhelming due to the amount of information required.

Goals

Our aim was to create a seamless, user-friendly eCommerce journey for Dai-ichi Life's new insurance product. We focused on simplifying the online insurance purchasing process, enhancing customer engagement, and increasing conversion rates.

We interviewed 6 participants and analyzed competitors' approaches

• Customers trust larger companies, but these often offer 20+ insurance products, making it difficult to navigate the product catalog and find what they need