FWD
Insurance
INDUSTRY
Ecommerce, Insurance
CATEGORY
UX Consultancy, UI Design
FWD Insurance offers a large variety of services across south east asia with a core focus of ecommerce in Singapore, Hongkong, Thailand, Indonesia and Vietnam.
Brief
When FWD Singapore entered the market for the first time, they knew they were going up against large established incumbents. They also had to introduce the concept of self serve insurance to Singaporeans and knew that a well designed customer experience was key.
To create a truly delightful experience for consumers, Dentsu took every step necessary to reduce the amount of time spent on FWD’s sales channels. From reduced graphic loads to script minification techniques, the core assets were designed to respect a consumer’s time and for speed on mobile devices.
Multiple workshops were then undertaken to shave off unnecessary requirements in the claims and quotation process with multiple key stakeholders including MAS. This led to disruptive innovations like the ability to make baggage delay claims through WhatsApp simply by sending us a picture of the boarding pass.
Challenge
FWD’s website experiences are local-only that vary greatly between markets therefore their aim was to establish a strong consistent brand experience across regions.
After Dentsu created a carefully strategized website experience for FWD Singapore, It was observed to be performing relatively better than the other regions in terms of generating leads, driving sign ups and converting customers, with the quickest quote and buy journey, therefore FWD aimed at applying similar strategies to that of Singapore and re work on their quotation flows for each product in the Thailand market.
Approach
I worked with FWD to advise and deliver a quick, easy and intuitive quotation flow, upsell and cross-sell journey to cater to it’s user needs as well as meet their business goals of generating leads and driving more conversions on the website.
I looked into the Singapore quotation flow process, the ease of discovery and use for users, and audited the Thailand website in order to create tangible and efficient user flows that also cater to local user behaviours as user needs differ across regions .
What was predominantly observed in Thailand was many unnecessary questions and steps were deemed as required in order to generate a quotation due to legacy practices which led to high frustration rates amongst insurance applicants.
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So I worked on overhauling the quotation backend processes.
Project
Extention
After a 3 month contract of working on the Thailand brief, the project ask was extended. In order to establish a strong and consistent brand experience and sales strategy across regions, the brief was to create an e-commerce playbook that will define FWD's sales operation strategy to build capability and inspire the function to drive the significant growth tragets.
With a focus on:
What drives greater conversion through the funnel
•Promotional/ tactical Strategies
•What are the digital sales components we need
•Funnel simplification
•UX best practice
Upselling and cross selling
•New customer maximisation techniques
•Existing customer retention and growth techniques
I worked on building a User Interface chapter within their brand and strategy playbook to provide group and local market teams with the tools to easily design and launch propositions online, aligned closely to both the brand refresh and enable seamless transitions between assisted and direct channels.
Approach
This was approached by first understanding what best in class UX and UI looks like from the best customer journeys at FWD, in insurance, and across leading
e-commerce players. We conducted comprehensive audits of the Singapore, Thailand, Vietnam, and Indonesia websites with a predominant focus to extract user experiences done well across these markets.
A conducive 3-day workshop was planned and facilitated with key stakeholders of these markets to gather insights and data points in order to create informed and plausible strategic decisions and tangible UX recommendations.