Dai-ichi Life Insurance eCommerce Platform
Making complex insurance easier to understand and purchase
Website
B2C
Insurance
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.
Services
Web design, UX/UI design, Design system
Project duration
3 months
Team
Solo designer (collaborated directly with client stakeholders)
Project highlights
By focusing on a personalized user experience, the homepage has become a more engaging, relevant, and productive entry point that successfully guides users through an experience that feels uniquely theirs.
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.
🎯 Project Objectives
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
Customers want personalized online quotations based on their needs, which helps them choose the right plan.
Insurance terminology frustrates customers. While they understand some jargon is unavoidable, they expect clearer explanations.
Our design process was guided by user feedback and integrated design principles.
Throughout the Dai-ichi Life eCommerce project, we adhered to key design principles to create an intuitive and user-friendly experience.
Quick navigation based on customer preferences. Show the right product to serve their needs
To sell the right product to a targeted customer, we must understand what they're looking for. By allowing users to select specific product types and offering related products, we can grow sales and generate leads. This approach ensures customers are presented with options that best match their requirements.
A policy comparison tool that give an instant quotation that customised for your need
By providing instant, customized quotations, we aimed to simplify the decision-making process for potential customers. The tool takes into account individual needs and preferences, offering tailored recommendations that make it easier for users to understand and choose the right insurance plan for them.
Reduce jargon. Provide clear explanations to enhance understanding.
By hovering over icons, users can access concise yet comprehensive explanations of insurance terminology. This feature serves multiple purposes:
It demystifies complex insurance concepts, making them more accessible to the average consumer.
It empowers customers to make well-informed decisions about their insurance purchases.
It reduces the likelihood of misunderstandings or misconceptions about policy details.
Wireframe
Final design (key screens)
Lessons learned
💡 Involve the Product Owner (PO) early when you have ideas. Balance comprehensiveness with MVP scoping to focus on essential features and prioritize tasks effectively.
💡 Understand compliance and mechanisms thoroughly. Communicate closely with Business Analysts (BA) to ensure sufficient knowledge of business rules and processes. Remember, designs can't be shipped without passing compliance checks.
Explore more…
[2022 -2025]
