We helped AIA design digital life insurance offers that appeal to customers and make claiming easier.
3 cities: Seoul, Shanghai, Hong KongIn-home interviews
The challenge
New technology and tech-savvy customers pushed AIA to innovate fast. We needed to understand customers’ goals before, during and after buying life insurance, and the technology they use.
Our approach
In-home interviews and observed tasks at each decision point revealed where customers disconnect from agents.
The result
AIA’s design team used our segment personas and direct user feedback to prototype new digital products.
70%+of new business submitted through AIA’s iPoS
15%operating profit growth, Hong Kong and China
20%total revenue growth
Brand-wide figures reflect the client’s overall performance, not this project alone.
