Case study

1 month

Figma

Role: UIUX Designer

CONTEXT

An Opportunity For More

An Opportunity

For More

Prudential’s extensive product offerings and complex web navigation make it difficult for users to manage their policies and identify gaps in their coverage.

GROWING PAINS

The Gap in Digital Insurance Solutions

Despite a growing demand for digital insurance management, no existing apps cater specifically to Prudential Singapore’s market. With numerous apps available, users still lack a dedicated solution to easily access, understand, and manage their policies. A mobile app is essential to bridge this gap, providing personalised guidance and seamless policy management to meet user needs.

Despite a growing demand for digital insurance management, no existing apps cater specifically to Prudential Singapore’s market. With numerous apps available, users still lack a dedicated solution to easily access, understand, and manage their policies. A mobile app is essential
to bridge this gap, providing personalised guidance and seamless policy management to
meet user needs.

Despite a growing demand for digital insurance management, no existing apps cater specifically to Prudential Singapore’s market. With numerous apps available, users still lack a dedicated solution to easily access, understand, and manage their policies.
A mobile app is essential to bridge this gap, providing personalised guidance and seamless policy management to meet
user needs.

PRU APPS FROM VIETNAM, ZAMBIA, MALAYSIA (CURRENT)

REVIEWS FROM USERS ON THE APP STORE

PROBLEMS

Lack of Clarity and Guidance

Without a dedicated mobile app, Prudential users struggle to confidently evaluate how well their current coverage aligns with their needs, pinpoint where their policies may be insufficient, and make informed decisions about adding new coverage.


To address this, we must find ways to simplify insurance information, clearly highlight coverage gaps, and empower users to feel assured, protected, and confident in their purchase decisions.

Difficult-to-Find Policy Information – Users struggle to locate and understand key policy details, leading to confusion and misaligned coverage.

Difficult-to-Find Policy Information – Users struggle to locate and understand key policy details, leading to confusion and misaligned coverage.

Complex Navigation & Jargon – Unclear website navigation, product-specific terminology, and lengthy documents make policy review and adjustments challenging.

Complex Navigation & Jargon – Unclear website navigation, product-specific terminology, and lengthy documents make policy review and adjustments challenging.

Lack of Personalised Support – Without tailored guidance, users hesitate to update their coverage, missing opportunities for better protection and financial alignment.

Lack of Personalised Support – Without tailored guidance, users hesitate to update their coverage, missing opportunities for better protection and financial alignment.

Uncertainty in Value & Coverage – Users need reassurance that their policy aligns with their specific needs and budget without unnecessary features or add-ons.

Uncertainty in Value & Coverage – Users need reassurance that their policy aligns with their specific needs and budget without unnecessary features or add-ons.

QUOTES FROM USER INTERVIEWS

CHALLENGE

How might we provide personalised recommendations or guidance that give customers the assurance to confidently purchase the coverage they need?

How might we provide personalised recommendations
or guidance that give customers the assurance to confidently purchase the coverage they need?

How might we provide personalised recommendations or guidance that give customers the assurance to confidently purchase the coverage they need?

Design Solutions

Personalised Quiz

Introduce a clear gap analysis tool that visually highlights coverage shortfalls, compares them with peers their age group and suggests policies as next steps.

Personalised Quiz

Introduce a clear gap analysis tool that visually highlights coverage shortfalls, compares them with peers their age group and suggests policies as
next steps.

Personalised Quiz

Introduce a clear gap analysis tool that visually highlights coverage shortfalls, compares them with peers their age group and suggests policies as
next steps.

All-in-One Dashboard

Present key policy details in a simplified, user-friendly dashboard, ensuring users quickly understand what they have and what they need.

All-in-One Dashboard

Present key policy details in
a simplified, user-friendly dashboard, ensuring users quickly understand what they have and what they need.


Interactive forecasting

Tools that project coverage value over time, or forecast premiums, enable users to understand the long-term impact of their choices.

Reassurance

Tools that project coverage value over time, or forecast premiums, enable users to understand the long-term impact of their choices.



Go to Prototype

Go to Prototype

Go to Prototype

INTRODUCING

Personalised Quiz

The personalised quiz engages users in an interactive "financial voyage" where they answer 10 questions on investing, saving, insurance, and retirement. This journey helps them uncover opportunities to customise their financial roadmap.

Financial Wellness Index Score – Provides a comparison of financial standing against peers in the same age group.

Financial Wellness Index Score – Provides a comparison of financial standing against peers in the same age group.

Coverage Gap Analysis – Identifies protection shortfalls and offers tailored recommendations to improve financial security.

Coverage Gap Analysis – Identifies protection shortfalls and offers tailored recommendations to improve financial security.

Actionable Next Steps – Empowers users with guidance to optimise their financial planning and coverage.

Actionable Next Steps – Empowers users with guidance to optimise their financial planning and coverage.

INTRODUCING

All-in-One Dashboard

The All-in-One Dashboard provides users with a comprehensive and intuitive view of their insurance, helping them track premiums, understand their coverage, and stay informed about key updates and benefits.

PRUDENTIAL WEBSITE POLICY PORTAL (CURRENT)

POLICY DASHBOARD OVERVIEW (NEW)

Visual Insights – Interactive graphs project premium forecasts, protection benefits, and peer comparisons, with personalised messages indicating financial health.

Visual Insights – Interactive graphs project premium forecasts, protection benefits, and peer comparisons, with personalised messages indicating financial health.

Premium Breakdown – A detailed view of total insurance premiums paid via cash, SRS, and CPF.

Premium Breakdown – A detailed view of total insurance premiums paid via cash, SRS, and CPF.

Payment & Rewards Tracker – Updates on upcoming payment due dates and any policy bonuses.

Payment & Rewards Tracker – Updates on upcoming payment due dates and any policy bonuses.

Coverage Overview – A clear snapshot of current coverage and any protection gaps.

Coverage Overview – A clear snapshot of current coverage and any protection gaps.

LONG-TERM IMPACT

Providing Reassurance Through Future-Proof Planning

Providing Reassurance Through
Future-Proof Planning

Understanding how insurance choices evolve over time is essential for confident decision-making. Our solution provides interactive forecasting tools that project coverage value and premium costs over time.

Long-Term Clarity – Helps users understand how their insurance choices evolve over time.

Long-Term Clarity – Helps users understand how their insurance choices evolve over time.

Interactive Projections – Forecasts coverage value and premium costs for informed decision-making.

Interactive Projections – Forecasts coverage value and premium costs for informed decision-making.

Gap Identification – Highlights potential coverage shortfalls and areas for improvement.

Gap Identification – Highlights potential coverage shortfalls and areas for improvement.

Confident Planning – Empowers users to adjust policies and ensure long-term financial security.

Confident Planning – Empowers users to adjust policies and ensure long-term financial security.

LOOKING AHEAD

What's Next?

This mobile app is the first step in empowering customers to confidently manage their finances and insurance. Rather than replacing agents, it is designed to complement their role, serving as a valuable tool for both customers and advisors. Looking ahead, there are several opportunities to further enhance the app’s capabilities.

HOW TO MAINTAIN USER MOTIVATION
FOR PORTFOLIO UPDATES?

HOW TO MAINTAIN USER MOTIVATION FOR PORTFOLIO UPDATES?

HOW TO MAINTAIN USER MOTIVATION FOR

PORTFOLIO UPDATES?

Gamification

Add motivational elements (badges, progress trackers) for completing tasks (e.g., improving coverage)

HOW CAN WE IMPROVE POLICY

MANAGEMENT FOR USERS?

HOW CAN WE IMPROVE POLICY MANAGEMENT FOR USERS?

Notifications

Integrate reminders for policy expiration, premium due dates, or coverage review opportunities.

HOW CAN WE IMPROVE THE

APP'S USER EXPERIENCE FURTHER?

HOW CAN WE IMPROVE THE APP'S USER EXPERIENCE FURTHER?

Educational Content

Include intuitive guides, FAQs, and tips to help users understand policies and coverage gaps.

Project Takeaways

Project Takeaways

Although this concept was created as part of a bootcamp project, it unexpectedly opened my eyes to the importance of good insurance planning—and the real gap that exists in the market. Insurance is often a topic people avoid, something that feels like a chore or just another dent in their wallet when premiums are due.

But through this experience, I’ve come to realise how thoughtful product design can make a real difference—turning something daunting into something accessible, empowering, and easier to manage.

Although this concept was created as part of a bootcamp project, it unexpectedly opened my eyes to the importance of good insurance planning—and the real gap that exists in the market. Insurance is often a topic people avoid, something that feels like a chore or just another dent in their wallet when premiums are due.

But through this experience, I’ve come to realise how thoughtful product design can make a real difference—turning something daunting into something accessible, empowering, and easier to manage.