Cassandra Lim – Product Designer

Case study

1 month

Product Strategy, UI/UX, Prototyping

Product Designer

CONTEXT

An Opportunity For More

An Opportunity

For More

Prudential’s broad suite of products and complex website navigation hinder users from managing their policies and understanding their protection needs. This not only leads to customer frustration, but also missed opportunities for retention and cross-sell, directly impacting Prudential’s ability to grow customer lifetime value and maintain competitive advantage.

GROWING PAINS

The Gap in Digital Insurance Solutions

Despite a clear shift toward digital insurance management, Prudential Singapore lacks an app tailored to local customers. This gap frustrates users and exposes Prudential to competitive risk, as users seek more seamless
and transparent digital experiences elsewhere. Creating a dedicated app promises not just improved user
satisfaction, it enables ongoing engagement, targeted upsell opportunities, and richer data to inform
future product development.

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

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, causing confusion and inefficient self-service. As a result, support costs increase and users are less likely to explore or trust new Prudential products.

Complex Navigation & Jargon – Unclear navigation and insurance terminology lead to policy inertia. Users miss chances to update their coverage, reducing cross-sell and retention potential.

Complex Navigation & Jargon –
Unclear navigation and insurance terminology lead to policy inertia. Users miss chances to update their coverage, reducing cross-sell and retention potential.

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.

Feedback echoed widespread needs for transparency, holistic overviews, and reassurance tailored to varying life stages.

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.

Interactive forecasting

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

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.

he 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 – Allows users to compare their financial standing with peers in their age group, providing context that increases awareness, motivates improvement, and encourages timely action to close any coverage gaps.

Coverage Gap Analysis – Identifies where users lack sufficient protection and presents customised policy recommendations to close those gaps.

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.

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.

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

LONG-TERM IMPACT

Empowering Users with Future-Focused Tools

Clear visibility into how insurance coverage and costs change over time is key to making confident, informed choices. Our solution introduces interactive forecasting tools that help users plan ahead and take control of their
financial future.

Peer Benchmarking Graph

This feature uses interactive graphs to compare a user's projected coverage, including premiums, death protection, and critical illness benefits, to peers in their age group over time.

By visualising where they stand, users can easily identify gaps or strengths in their coverage and are motivated to improve through encouraging messages. Benchmarking provides clear context and guidance, helping users make more confident and proactive insurance decisions.

Future Visibility – Shows users how their insurance coverage and premiums may change over the years, supporting proactive planning.

Benchmarking Coverage – Compares individual policies to those held by peers in the same age group, helping users identify gaps in their own coverage to encourage proactive improvements.

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

GO TO PROTOTYPE

OUTCOMES

Measuring Success

Users felt the product was easy to use, visually appealing, and engaging. They appreciated how complex information was simplified and valued features like the clear summary page and comparison graphs, which helped them easily understand and manage their insurance coverage.

Users felt the product was easy to use, visually appealing, and engaging.
They appreciated how complex information was simplified and valued features like the clear summary page and comparison graphs, which helped them easily understand and manage
their insurance coverage.

100%

of participants described the experience as “fun,” “engaging,” or “delightful.”

Reduction in task

completion time

90%

completion rate for the quiz journey and benchmarking features.

8 out of 10

participants said they would immediately use the app to manage their own policies.

Positive user feedback received on the new workflow

100%

of participants described the experience as “fun,” “engaging,” or “delightful.”

90%

completion rate for the quiz journey and benchmarking features.

8 out of 10

participants said they would
immediately use the app to manage
their own policies.

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

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.