AIA Malaysia

Digital Service Request Platform

The project aimed to transform AIA's customer service experience by digitizing customer service request forms. The main objectives are to encourage self-service digital submissions among customers & agents, and enhance operational efficiency. The focus was on increasing straight-through processing (STP) capabilities to significantly reduce manual processing, and improving overall service delivery.

Year

2021 

Project Type

Digital Service Platform

Role

Lead UI/UX Designer

Design Objectives

Our objectives included simplifying the submission journey for each request and ensuring consistency in interaction and user experience across the platform. Additionally, we aimed to enhance usability for all users by minimizing the use of insurance jargon.

Challenges

The platform has to accomodate a diverse user groups including customers, agents and branch staff, each with different submission needs. The project also faced with multiple complex request forms with regulatory requirements.

We explored the concept of 'multiple requests in one submission' with the agent's use case in mind, enabling them to save time by completing multiple requests within a single submission journey.

However, we eventually abandoned this approach after conducting usability tests and a technical assessment, which concluded that the solution was too complex for practical use and implementation

The Design

My role & delivery

• Developed wireframes to bridge business and technical discussions.
• Facilitated design workshops for requirements refinement.

• Conducted usability tests with prototypes, collecting feedback for iterative design improvements.
• End-to-end design support during development sprints, including backlog refinement and UAT

Key Achievements

Successfully launched in 2022, the platform has significantly 

improved operational efficiency

Awarded

most improved STP & overall service

by AIA Group