Great Eastern Life
Optimisation Project
Great Eastern Life is the largest life insurance company in Singapore and Malaysia. We helped them to optimise their website to increase awareness of Great Eastern products and services, allowing users to find information easily and drive conversion to our agents and direct online purchases.
Design Process
Empathize
We are conducting,
1. Stakeholder Interviews to understand their needs as well as their users’.
2. Online UX surveys for knowing who the users are, what do they want to achieve, what do they think of the product and more.
3. Heuristic evaluation and Competitive Review to define the key user journeys providing critical business value.
4. Define key Personas and Empathy Mapping
Define & Priortize
Lead generation & engagement for six key templates: generate more qualified leads by improving lead conversion rate.
Design and build of modular templates allowing the business structured flexibility to support multiple types of insurance products, whilst providing consistency and clarity for the user to explore their needs and facilitate contact with Financial Representatives.
Templates deployed across four markets in three languages, with users reporting improved website experience and data showing an uptrend on leads coming from the website.
Design: Home page
Include more content and highlight product range on homepage to give more clarity on what Great Eastern offers
Refresh UI design to appeal to the younger audience
a natural and logical order.
The descriptions should speak the users’ language, with words, phrases and concepts familiar to the user, rather than ad-speak
terms.
Design: Product detail
Convert image content to text based content for better mobile experience and search ability.
Provide more contents variety (categories and type) which could help the visitor figure out the products that they need.
Consolidate call to actions. These should be consistently presented at the start and end of the page.
‘Contact us’ form is more effective if its available within the page (without the need to open another page)
A ‘Contact us’ form is also more effective then ‘Find a distribution representative’ page
Test and Optimise Result
Generated a Doubled conversion rate.
Implement
To make the interface is consistent across the board, we provided the UI style guide to the Client. It helps the site ensuring that typography and UI elements are used in the same way all the time, hooked directly into the same CSS so that any updates will be automatically reflected in the guide.
My Contribution
I was involved in every process but my main contribution was to lead visual/interaction design for all devices as well as providing a digital UI brand guideline to the client.
Check out the actual site: Great Eastern Life